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Marketing Research: Concepts, Practices, and Cases

By: Easwaran, Sunanda Contributor(s): Singh, Sharmila J Material type: Text

TextPublication details: Oxford ; New York : Oxford University Press, 2006Description: x, 605 p. : ill. ; 24 cmISBN: 9780195676969 (pbk.); 0195676963 (pbk.)Subject(s): Marketing research | Marketing research -- Case studiesDDC classification: 381.072

Contents:

Chapter 1. Introduction to Marketing Research Nature and Scope of Marketing Research The Role of Research in Marketing Practical Tips for Researchers Chapter 2. Planning for Marketing Research Stages in Planning Marketing Research Types of Research Types and Sources of Data Experimentation Interview Techniques Sampling Designing Questionnaires and Interview Guides Building Attitude Exploration into Questionnaires Chapter 3. Implementing Research: Quantitative Surveys Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis Specific Techniques for Analysis of Data Computer Based Techniques of Data Analysis Chapter 4. Qualitative Research and its Implementation Qualitative Research Qualitative Research Methodology Analysis and Interpretation of Qualitative Research Data Chapter 5. Getting Meaning Out of Data and its Application

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Holdings
Item type	Current library	Call number	Status	Barcode
General Books	Central Library, Sikkim University General Book Section	381.072 EAS/M (Browse shelf(Opens below))	Available	P18693
General Books	Central Library, Sikkim University General Book Section	381.072 EAS/M (Browse shelf(Opens below))	Available	P18694
General Books	Central Library, Sikkim University General Book Section	381.072 EAS/M (Browse shelf(Opens below))	Available	P18695

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Chapter 1. Introduction to Marketing Research
Nature and Scope of Marketing Research
The Role of Research in Marketing
Practical Tips for Researchers

Chapter 2. Planning for Marketing Research
Stages in Planning Marketing Research
Types of Research
Types and Sources of Data
Experimentation
Interview Techniques
Sampling
Designing Questionnaires and Interview Guides
Building Attitude Exploration into Questionnaires

Chapter 3. Implementing Research: Quantitative Surveys
Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis
Specific Techniques for Analysis of Data
Computer Based Techniques of Data Analysis

Chapter 4. Qualitative Research and its Implementation
Qualitative Research
Qualitative Research Methodology
Analysis and Interpretation of Qualitative Research Data

Chapter 5. Getting Meaning Out of Data and its Application

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