Summary |
This text, now in its 3rd edition provides a unique blend of concepts and industry practices in marketing research. It demystifies the subject for the students by providing a crisp and clear exposition of the methods, processes and statistical analytical tools in doing marketing research. Two new chapters on logistic regression techniques and structural equation modeling have been added in this edition.
The contents of the book includes below:
Part 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
Part 2: 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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