Easwaran, Sunanda <br/><br/>
Marketing research : concepts, practices, and cases  
/ Sunanda Easwaran,  and Sharmila J. Singh 
 - New Delhi :   Oxford University Press,    2006 
 - x, 605 pages :    illustrations ;    24 cm 
<br/><br/>Includes references and index 
<br/><br/>Pt. 1. Introduction to Marketing Research<br/>1. Nature and Scope of Marketing Research<br/>2. The Role of Research in Marketing<br/>3. Practical Tips for Researchers<br/>Pt. 2. Planning for Marketing Research<br/>4. Stages in Planning Marketing Research<br/>5. Types of Research<br/>6. Types and Sources of Data<br/>7. Experimentation<br/>8. Interview Techniques<br/>9. Sampling<br/>10. Designing Questionnaires and Interview Guides<br/>11. Building Attitude Exploration into Questionnaires<br/>Pt. 3. Implementing Research: Quantitative Surveys<br/>12. Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis<br/>13. Specific Techniques for Analysis of Data<br/>14. Computer Based Techniques of Data Analysis<br/>Pt. 4. Qualitative Research and its Implementation<br/>15. Qualitative Research<br/>16. Qualitative Research Methodology<br/>17. Analysis and Interpretation of Qualitative Research Data<br/>Pt. 5. Getting Meaning Out of Data and its Application<br/>18. Report Writing and Presentation<br/>19. Interpretation of Marketing Research Reports<br/>20. Applications of Marketing Research 
<br/><br/> "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 
<br/><br/><br/>eng. 
<br/><br/><label>ISBN: </label>9780195676969  TZS 107206/= 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research <br/>Marketing research <br/>Case studies
<br/><br/><label>Dewey Class. No.: </label>658.83 EAS