TY  - BOOK
AU  - Nargundkar, Rajendra,
TI  - Marketing research: text and cases 
SN  - 9789353163389
U1  - 658.83 
PY  - 2019///©
CY  - Chennai
PB  - McGraw Hill
KW  - Data analysis
KW  - Marketing research
N1  - 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
ER  -