his revised fourth edition of marketing Research continues to provide a crisp, clear, and easy-to-understand view of the methods, processes and techniques used in marketing Research. The book has been updated to reflect some recent developments in the subject area that aid managerial decision-making. All aspects of marketing research-quantitative and qualitative, the what, why, and how of statistical tools-are covered with the help of relevant case studies.he updated coverage makes this edition vital for postgraduate and undergraduate students of management. Practitioners of marketing Research will also find this book immensely useful.highlights:modern, computer-based approach to statistical analyseseasy-to-understand examples and contemporary cases with data illustrating analytical techniquesdata analyses procedures using SPSS programenhanced coverage on qualitative methods such as content analysis, discourse analysis, grounded theory, etc.a new section on international marketing Research illustrating complexities introduced by the environment in each countryinclusion of summary, assignment questions, case studies and objective questions in each br>Chapterbr>.
