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Nargundkar, Rajendra.

Marketing research : Text and Cases/ Rajendra Nargundkar. - 3rd ed. - New Delhi ; India : Tata McGraw-Hill, 2008. - xxvi, 533 pages : illustrations ; 25 cm.

1. Fundamentals of marketing research --
2. The marketing research process- an overview --
3. Research methods and design-additional inputs --
4. Questionnaire design: a customer-centric approach --
5. Sampling methods- theory and practice --
6. Field procedures --
7. Planning the data analysis --
8. Simple tabulation and cross-tabulation --
9. ANOVA and the design of experiments --
10. Correlation and regression: Explaining association and causation --
11. Discriminant analysis for classification and prediction --
12. Logistic regression for classification and prediction --
13. Factor analysis for data reduction --
14. Cluster analysis for market segmentation --
15. Multidimensional scaling for brand positioning --
16. Conjoint analysis for product design --
17. Attribute-based perceptual mapping using discriminant analysis --
18. Structural equation modeling (SEM) for complex models (including confirmatory factor analysis).

ISBN: 9780070220874

Subjects--Topical Terms:
Marketing research.

Dewey Class. No.: 658.83 / NAR