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Marketing Research- A User’s Perspective

Marketing Research- A User’s Perspective

          
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About the Book

While all managers need not be experts in conducting research, all managers need to competently assess whether a research is worthy and whether the research findings can be used for making a decision. This is the basic premise—conducting research for decision-making— which the book develops with new research and insight.
 
Written by an expert with years of academic practice and industry knowledge, this book:
covers different stages in the research process and the role of the user in the research process in detail
shows how the decision problem is converted into a research problem
provides frameworks for identifying the appropriate course of action at each stage of the research process
helps one understand the logic of the mathematical analysis
interprets the computer output and shows how to use it for decision-making
discusses the preprocessing required for the different data collection methods for multidimensional scaling
includes checklist for accepting a research study and identifies the possible sources of error
provides case studies for different stages of the research process
includes comprehensive research proposals at the end of section 2 and comprehensive research studies at the end of the book
 
Direct and hard-hitting, this book clearly addresses all practical concerns relating to understanding the basics of marketing research and developing the competency of the user to ensure valid results for decision-making. Meant for management students and marketing professionals, this easy-to-read and profusely illustrated book will reach out to anybody keen on understanding the nuances of marketing research.

About the Author

Pingali Venugopal is currently the Associate Director, XLRI Center for Global Management and Responsible Leadership. A Postgraduate and Fellow in Management from IIM, Ahmedabad, he has over three decades of teaching experience in the Marketing domain. He has served as visiting faculty to several international management institutes and has been actively involved in consultation and industrial research.



Table of Contents:
Preface Acknowledgements Contents List of Tables List of Figures List of Boxes List of Case Studies List of Annexures   1. Introduction Section 1: Problem Definition 2. Decision Problem to Research Problem 3. Research Questions and Hypotheses   Section 2: Methodology 4. Identifying the Appropriate Research Design 5. Research Designs for Gaining Insights 6. Survey Research and Questionnaire Development 7. Sampling 8. Analysis Section 3: Using Multivariate Analysis for MR Studies 9. Interdependence Techniques for Marketing Decisions 10. Factor Analysis 11. Multi-dimensional Scaling 12. Discriminant Analysis 13. Conjoint Analysis 14. Cluster Analysis 15. Using the Marketing Research Studies   Annexures Bibliography Index Author’s Profile


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Product Details
  • ISBN-13: 9789339219116
  • Publisher: McGraw Hill Education
  • Binding: Paperback
  • No of Pages: 280
  • ISBN-10: 9339219112
  • Publisher Date: December 2014
  • Language: English

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