Modern Marketing Research

ISBN Number : 978-93-5097-360-8

Student Price : Rs.575

Student Dollar Price : 23$

Book Edition : First

Year of Publication : 2015

No. Of Pages : 348

Book Weight :418

About The Book

Marketing Research has become an important tool of sound management. Marketing information based on marketing research has served the basic purpose of marketing management. Nowadays, no marketing management can succeed without the uses of marketing. Research. The executives, the researchers, the academinchers and other interested person are using the techniques of marketing research. Identification of the problems, research-design, determining the source of data, designing the sample and collection of primary data, analysis and interpretation of data, preparing the research report and recommendations are important components of marketing research which are being used presently by all sound organization.

The present book 'Modern Marketing Research' has been prepared considering the needs of executives, students and teachers the areas of marketing management. The book consists of eighteen chapter to the techniques of marketing research. Each chapter discusses the respective subject in details and in comprehensive manner. The book provides complete insights into and knowledge of the tools of marketing research. It has been designed to offer adequate to postgraduate students. The executives can frame the researches for solving the marketing problems. They can organize the researches effective with application of the tools and techniques described in the book. The teachers can acquire all the teaching materials at a place in the present book. Some specialized topics are given for advanced research and analysis. The book may be used by consultants to solve the problems of marketing management. Suitable examples of Indian conditions are given at appropriate plase.


Contents :

1. Introduction to Marketing Research
2. Organisation of Marketing Research
3. Marketing Research Process
4. Research Design
5. Determining Sources of Data
6. Collection of Primary Data
7. Data Collection Forms
8. Attitude Measurement
9. Sampling Procedures
10. Sample Size
11. Data Collection and Field Force
12. Processing of Data
13. Data Analysis: Preliminary Considerations
14. Test of Significance
15. Analysis of Associations
16. Analysis of Experiments
17. Preparation of Research Report
18. Application of Marketing Research in India

About The Author

Prof. M.N. Mishra born in July 25, 1945 is a well known Professor of Corporate Studies of Faculty of Commerce, Banaras Hindu University, Varanasi. He has been continously and constantly devoting to the development of management and commerce education since 1967. He has presented several outstanding research papers on the management on the management organization reorganisations, strategy and psycho-marketing in USA and Canada. His research projects on banking and insurance development and potentials of small scale industries are hughly appreciated by the people of the respective areas. He has been working on the Zonal Advisory of the Life Insurance Corporations of India. His guest lectures are greatly demanded by the officials of insurance. His research papers more than 100 are available almost in all the economic, management and commerce journals. More than 20 research scholars who are occupying important and high positions in academic and administrations field. His academic personality is accepted by almost in all the Indian Universities wherein he has contributor to the cause of education in several capacities such as inauguration of Seminars, sectioned chairman, guest lecturer, selection committee member of Board of Studies / Faculties. He has been associated as founder member, Executive Member, President of many Academic Bodies e.g. Indian Academy of Social Sciences, Indian Associations of Management, All India Commerce Association, Indian Accounting Association et. He has also served several service commissions as expert advisors. He has organized National and International Seminars and has contributoed more than nine books in the areas of banking insurance, marketing, finance and human resource development.

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