| |
The fifth edition of Research for Marketing Decisions draws on a larger canvas than the previous edition. The description of methodological processes is much wider. It includes research design, data collection techniques and measurements. The entire methodology has been streamlined and made considerably simpler. The emphasis is primarily on modern analytical tools like multivariate analysis which have been incorporated in the design and conduct of marketing research. Computer program strategies for data analysis are not only described but their results have been interpreted in the context of illustrative marketing problems. It is primarily user-oriented and not meant for research technicians. Cases have been listed at the end of the five major parts of the book which draws on technical material from previous edition. ISBN 9788120307578
|
| |
Pages : 796
|