Marketing research : concepts, practices, and cases / Sunanda Easwaran, and Sharmila J. Singh

Includes references and index

Pt. 1. Introduction to Marketing Research
1. Nature and Scope of Marketing Research
2. The Role of Research in Marketing
3. Practical Tips for Researchers
Pt. 2. Planning for Marketing Research
4. Stages in Planning Marketing Research
5. Types of Research
6. Types and Sources of Data
7. Experimentation
8. Interview Techniques
9. Sampling
10. Designing Questionnaires and Interview Guides
11. Building Attitude Exploration into Questionnaires
Pt. 3. Implementing Research: Quantitative Surveys
12. Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis
13. Specific Techniques for Analysis of Data
14. Computer Based Techniques of Data Analysis
Pt. 4. Qualitative Research and its Implementation
15. Qualitative Research
16. Qualitative Research Methodology
17. Analysis and Interpretation of Qualitative Research Data
Pt. 5. Getting Meaning Out of Data and its Application
18. Report Writing and Presentation
19. Interpretation of Marketing Research Reports
20. Applications of Marketing Research

"Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines the quantitative and qualitative aspects of marketing research and addresses its utility for both the researcher and the end user. It provides in-depth coverage of the key elements of the subject: its theoretical foundations, techniques of planning and design, research methodology for the implementation of quantitative and qualitative techniques, presentation and interpretation of findings through reports, and the use of marketing research techniques for developing and evaluating marketing strategies."--BOOK JACKET

eng.