Marketing research: text and cases/ Nargundkar, Rajendra.
Material type:
- 9780070220874
- 658.83 RAJ
Includes bibliographical references.
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)
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