Marketing research : Text and Cases/ Rajendra Nargundkar.

By:

Nargundkar, Rajendra

Material type: Text

TextLanguage: English Publication details: New Delhi ; India : Tata McGraw-Hill, 2008.Edition: 3rd edDescription: xxvi, 533 pages : illustrations ; 25 cmISBN:

9780070220874

Subject(s):

Marketing research

DDC classification:

658.83 NAR

Contents:

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).

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
General Books	CUTN Central Library Medicine, Technology & Management	Non-fiction	658.83 NAR (Browse shelf(Opens below))	Available		40867

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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).

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