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Nargundkar, Rajendra,

Marketing research : text and cases / Rajendra Nargundkar - fourth edition. - Chennai : McGraw Hill , 2019© . - xxvi, 552 pages : illustrations ; 25 cm.

Includes references and index

Fundamentals of marketing research --
The marketing research process- an overview --
Research methods and design-additional inputs --
Questionnaire design: a customer-centric approach --
Sampling methods- theory and practice --
Field procedures --
Planning the data analysis --
Simple tabulation and cross-tabulation --
ANOVA and the design of experiments --
Correlation and regression: Explaining association and causation --
Discriminant analysis for classification and prediction --
Logistic regression for classification and prediction --
Factor analysis for data reduction --
Cluster analysis for market segmentation --
Multidimensional scaling for brand positioning --
Conjoint analysis for product design --
Attribute-based perceptual mapping using discriminant analysis --
Structural equation modeling (SEM) for complex models (including confirmatory factor analysis). Marketing research - Data Analysis - International Marketing research

ISBN: 9789353163389

Subjects--Topical Terms:
Data analysis
Marketing research

Dewey Class. No.: 658.83 / NAR