Green, Paul E creator Tull, Donald S Albaum, Gerald text Delhi PHI Learning Pvt. Ltd. 2014 monographic eng

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784 The fifth edition of Research for Marketing Decisions draws on a large canvas than the previous edition. The description of methodological processes is much wider. It includes research design, data collection techniques and measurements. The entire methodology has been streamlined and made considerably simpler. The emphasis on modern analytical tools like multivariate analysis have been incorporated in the design and conduct of marketing research. Computer program strategies for data analysis are not only described out their results have been interpreted in the context of illustrative marketing problems. Primarily user-oriented the text includes cases listed at the end of five major parts of the book. This edition’s distinctive features include: A decisional research orientation. A strong treatment of analysis. Extensive coverage of measurement and scaling techniques. The book contains a variety of cases (shorter than Harvard type cases) and provides many chapter-end questions that require readers to develop a project of their own. Contents: Preface PART I PROBLEM FORMULATION Marketing research—content and strategy The tactics of marketing research—planning the research project marketing research-the value and cost of decision·making information The tactics of marketing research—research design PART II TECHNIQUES OF OBTAINING DATE Information from respondents Experimentation Measurement in marketing research—general concepts and instrument design Measurement and scaling in marketnig research Sampling procedures in marketing research Part iii analyzing associative data The analysis process—basic concepts and analyzing associative data Multiple and particial regression Analysis of variance and covariance PART IV ADVANCED TECHNIQUES IN ANALYZING ASSOCIATIVE DATA Other techniques for analyzing criterion-predictor association Factor analysis and clustering methods Multidimensional scaling and conjoint analysis PART V SELECTED ACTIVITIES IN MARKETING RESEARCH Forecasting procedures in marketing research Brand positioning and market segmentation Evaluating new marketing strategies Appendix a — Statistical Tables Index Management 658.83 GRE 978-81-203-0757-5 Allied Informatics, Jaipur BSDU 181112 20181112155855.0 English