Marketing Research

ISBN Number : 978-93-5142-776-6

Student Price : Rs.340

Student Dollar Price : 14$

Library Price : Rs.950

Library Dollar Price : 38$

Book Edition : Second

Year of Publication : 2018

No. Of Pages : 294

Book Weight :536

About The Book

Objectives and Specific Features of the Book

The main objectives and features associated with writing this text book on Marketing Research are:

- To reiterate the importance of gathering marketing information to succeed in the competitive world and how this can be used by an organization to take effective decisions.
- To familiarize all those interested in marketing research, be it today's students or tomorrow's managers / researchers with the* various steps involved in the marketing research process. Such learning will enable them to appreciate the utility of research and take futuristic decisions in an efficient manner.
- Usage of simple and easy to understand language throughout the book.
- Adoption of a macro-micro level approach in the coverage of the various topics, concepts and discussions pertaining to the field of marketing research. This will help readers to gain an easy understanding of all that which goes into a practical oriented research process.
- Most of the important concepts and variables involved in marketing research are explained citing real and practical examples to facilitate the link with actual situations.
- Every chapter commences with a real case discussion relevant to the concepts to be discussed in the chapter.
- Under 'Chapter questions for Discussion', practical oriented exercises are given to enable the reader get a realistic feel of the picture/situation likely to occur while carrying out a study.
- Each chapter ends with a real case study from the industry and when efforts are made to seek answers to the-questions provided, the reader will be able to develop good decision making skills.


Contents :

Part I : Introduction, Decision Support System and Research Design
Chapter 1 : An Introduction to Marketing Research
Chapter 2 : Information, Decision Support System and Marketing Decision Support System
Chapter 3 : Research Design and Marketing Research Process
Part II : Data Collection Methods
Chapter 4 : Sources of Information and Secondary Data Collection
Chapter 5 : Primary Data Collection
Chapter 6 : Sampling, Sealing and Attitude Measurement
Part III : Analyzing Data
Chapter 7 : Editing, Coding and Tabulation of Data
Chapter 8 : Basic Analysis of Data, Cross Tabulation and Hypothesis Testing
Chapter 9 : Tests to Analyse Differences
Chapter 10 : Multivariate Analysis
Part IV : Research Process and Applications of Marketing Research
Chapter 11 : The Research Process
Chapter 12 : Traditional Applications of Marketing Research
Chapter 13 : Popular and Concurrent Application of Marketing Research
Appendices Selected Statistical Tables

About The Author

Dr. Suja R. Nair holds B.A. (Hons.), MBA and Ph.D. Degrees, and is a self-motivated professional with a work experience that spans over 27 years combining Corporate, Academics and Research. Currently, she is an Independent Researcher, and also handles Strategic Marketing as a Co-entrepreneur at Educe Micro Research, Bengaluru, India. Earlier, she had been a Practicing Manager in the corporate sector. But it is her passion for teaching that drew her to academics, and got her working as a Management Faculty at few academic institutions in Bengaluru. During the course of her teaching, she developed an interest in writing and embarked onto the journey of research and authorship with her first book entitled "Consumer Behaviour - Text and Cases", published by the Himalaya Publishing House (HPH), Mumbai in 1999. Subsequently, many more books were published by HPH, broadly in areas of Retail Management, Consumer Behaviour, Marketing Research and Organisational Behaviour, which are widely read and recommended by leading universities / institutes in India.

She also has to her credit many articles published in top-tier International Journals and Handbooks of Research publications like IGI Global, Elsevier, Emerald and Inderscience Publishers. She is the Editor of Handbook of Research on Ethics, Entrepreneurship and Governance in Higher Education, and International Journal of Big Data Management, and on the Editorial board of IAFOR Journal of Education. She is an Honorary Rosalind Member of London Journals Press. In 2021, she was awarded "Woman of Excellence Award" by the Indian Achievers Forum in the category of Independent Researcher and Author at the National Amanirbhar Bharat E-Summit.

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