Rajendra, Nargundkar <br/><br/>
Marketing research:  text and cases/ 
Nargundkar, Rajendra. 
 - 3d ed. 
 - New Delhi:  Mc Graw Hill,  2008. 
 - xxvi, 533 p.:  illus.;  24 cm. 
<br/><br/>Includes bibliographical references. 
<br/><br/>Fundamentals of marketing research<br/>The marketing research process- an overview<br/>Research methods and design-additional inputs<br/>Questionnaire design: a customer-centric approach<br/>Sampling methods- theory and practice<br/>Field procedures<br/>Planning the data analysis<br/>Simple tabulation and cross-tabulation<br/>ANOVA and the design of experiments<br/>Correlation and regression: Explaining association and causation<br/>Discriminant analysis for classification and prediction<br/>Logistic regression for classification and prediction<br/>Factor analysis for data reduction<br/>Cluster analysis for market segmentation<br/>Multidimensional scaling for brand positioning<br/>Conjoint analysis for product design<br/>Attribute-based perceptual mapping using discriminant analysis<br/>Structural equation modeling (SEM) for complex models (including confirmatory factor analysis) 
<br/><br/><label>ISBN: </label>9780070220874 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.
<br/><br/><label>Dewey Class. No.: </label>658.83  / RAJ