Marketing ResearchMarketing Research is designed to serve as a textbook on marketing research and design for people studying or pursuing the discipline of management. The book contains Indian examples on Product Research, Consumer Research, Motivation Research, etc. It also includes more than 50 cases which would enable the reader in understanding even the most complex multivariate technique in a very simple manner.The book contains 20 chapters with computer based approach, the SPSS/PCT system, the use of which has also been described in this book. The content of the book makes it equally useful for both basic and advance course in Marketing Research. It is indispensable for students of MBA, M.Com, MBE, BBA, BBS, BCA, PGDBM, MCA, M Tech and practising marketing managers. It is a valuable reference source for research agencies. |
Contents
An Introduction | 1 |
TOOLS AVAILABLE TO A MARKETING RESEARCHER | 9 |
SUMMARY | 15 |
KEY WORDS | 24 |
Research Design | 37 |
EXTENSIONS OF TRUE EXPERIMENTAL DESIGNS | 51 |
SUMMARY | 54 |
Value of Information in Decisionmaking | 65 |
Multivariate Analysis | 321 |
TRY THIS | 322 |
Decisionmaking | 326 |
Applications of Marketing Research | 345 |
Dont Know and No Answers | 348 |
Product Research | 407 |
Consumer Research | 425 |
CODING | 431 |
SEARCH ON THE NET? | 90 |
REFERENCES | 91 |
Marketing Information System and Marketing Research | 93 |
Attitude Measurement and Scaling | 115 |
Try This | 126 |
FUNCTIONAL INFORMATION SYSTEMS | 135 |
STEPS IN MIS DESIGN | 141 |
Primary Methods of Data Collection | 147 |
Secondary Data | 150 |
SOURCES OF ERROR IN PRIMARY DATA COLLECTION | 162 |
DATA AND THE RESEARCH PROCESS | 168 |
Case Studies | 189 |
TYPICAL APPLICATIONS OF MARKETING RESEARCH 21 | 191 |
Samples and Sampling Distribution | 193 |
TRY THIS | 194 |
CHARACTERISTICS OF IDEAL SAMPLE | 196 |
SOME OTHER TYPES OF SAMPLING | 202 |
ISSUES AND TRENDS IN RESEARCH | 215 |
Testing of Hypothesis | 225 |
Secondary Data | 259 |
INTRODUCTION | 267 |
SUMMARY | 277 |
Processing of Data and Tabulation | 281 |
chapter 3 | 289 |
23 | 299 |
24 | 308 |
Nonparametric Tests | 309 |
Processing of Data and Tabulation 281 | 314 |
371 | 433 |
Distribution Research | 447 |
Product Research | 448 |
Distribution Research | 455 |
Advertising Research | 461 |
TRY THIS | 462 |
INTRODUCTION | 464 |
Motivation Research | 475 |
Research Report and Proposal Writing | 485 |
SUMMARY | 498 |
REVIEW QUESTIONS | 504 |
chapter 17 | 510 |
Advertising Research | 516 |
Case Study Method in Marketing Research | 519 |
SUMMARY | 527 |
OBJECTIVE TYPE QUESTIONS | 533 |
Proportion of the Area under | 541 |
Appendix A A Guide to SPSSPCT | 547 |
Appendix B Important Web Sites for Marketing Research for National and International Level | 567 |
INTRODUCTION | 580 |
Questionnaire Design | 585 |
Computer Analysis | 589 |
Glossary | 593 |
597 | |
598 | |
599 | |
Common terms and phrases
A₁ A₂ advertising alternative analysis ANOVA answers areas attitude average behaviour brand buyers cent competition competitors Conjoint analysis cost course of action customers data collection Data mining data warehouse decision decision tree decision-making Delhi demand determine distribution effective error evaluate example expected monetary value expected value experimental factors function identify important India industry interviews involved launch Lorino manufacturer marketing information system marketing managers marketing mix marketing research means measurement method Mumbai Nirma null hypothesis objectives obtained organisation package pay-off table population potential probability problem profit promotion purchase questionnaire questions random sample reference research design respondents S₁ sales forecasting salespersons scale secondary data segment selected simple random sampling sources specific SPSS/PC statistical strategy stratified sampling survey tabulation techniques trend units variables variance various