Marketing Research Text And Cases, 2nd Edition

About the Author: Rajendra Nargundkar Dean, Continuing Education, IFIM Business School, Bangalore. Earlier, he has been a Professor in the Marketing Area at IIM Kozhikode and IIM Lucknow. A postgraduate in marketing from IIM Bangalore and a Ph D from Clemson University, USA, Dr Nargundkar has been actively involved in teaching, training, consulting and research for around two decades in India and abroad. Table of Content: PART I: FUNDAMENTALS OF MARKETING RESEARCH 1. Introduction, Evolution, and Emerging Issues 2. The Marketing Research Process - An Overview 3. Research Methods and Design - Additional Inputs 4. Questionnaire Design : A Customer-centric Approach 5. Sampling Methods - Theory and Practice 6. Field Procedures 7. Planning the Data Analysis PART II: DATA ANALYSIS 8. Simple Tabulation and Cross-tabulation 9. Anova and the Design of Experiments 10. Correlation and Regression: Explaining Association and Causation 11. Discriminant Analysis for Classification and Prediction 12. Factor Analysis for Data Reduction 13. Cluster Analysis for Market Segmentation 14. Multidimension...