SECOND HAND BOOKS | Research For Marketing Decisions | Prentice Hall Of India

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