DD Sharma Marketing Research - Principles, Applications and Cases by Sultan Chand & Sons

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CLBKSULT6853
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This book provides a down-to-earth description of techniques involved in designing, conducting and applying marketing research to the problems in business organizations.

  • The emphasis is on developing an understanding of the principles and their applications.
  • Case studies on actual Indian market situations have been included.

This book can be used as a textbook by the management students specializing in the area of marketing.

Book Content

Part I— Principles: Marketing Research — An Overview

  • Problem, Discovery, and Formulation
  • Marketing Research Process
  • Scientific Method
  • Research Designs
  • Experimental Research Designs (Experimentation).

 

Part II—Data Collection: Secondary Data

  • Primary Data Collection
  • Survey Method and its Administration
  • Questionnaire Design
  • Attitude Measurement and Scaling Techniques
  • Observation Method
  • Sampling Techniques
  • Selecting a Sample.

 

Part III—Data Analysis: Processing of Collected Data

  • Cross Tabulation Data
  • Data Analysis and Interpretation
  • Multivariable Analysis
  • Presentation of Research Findings.

 

Part IV— Application: Product Research

  • Advertising Research
  • Motivation Research
  • Sales Control Research.
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