Marketing research / by G. C. Beri

Includes Appendix, glossary, bibliography and index

Pt one: Introduction and basic concepts Introduction Marketing research Management. Value of Information The research process Expanatory and Descriptive Research designs Casual research design Pt two: Data collection sampling and Interviewing Secondary data Collection of primary data Measurement and Scaling. Attitude Scale. Sampling process and design. Sample size decision Interviewing Pt three: Data Processing, Analysis and Reporting Data Processing, Analysis and Estimation. Testing Hypothesis. Bivariate Analysis. Experimental Designs. Multivariate Analysis I (Dependence methods) Multivariate Analysis II (Inter-Dependence methods) Interpretation and Report Writing Pt. four: Selected Applications, Rural Marketing Research and Organised Retailing. Sales Analysis and Forecasting. New Product Development and Test Marketing. Advertising Research. Market Segmentation and Brand Positioning. International Marketing Research. Organised Retailing Ethical issues in marketing research