Research for marketing decisions / Paul E. Green.

Fifth edition.

xii, 784 pages ; [28] cm

8120307577
9788120307575 paperback

B 70 GRE.R

Price : I.R. 195.00; Inv.# 0114; Date 008/08/98; Supplier : The Book Mark, New Delhi; Recd 06/09/98; Contents : Part 1. Problem formulation : 1. Marketing research : content and strategy; 2. The tactics of marketing research : planning the research project; 3. Marketing research : the value and cost of decision-making information; 4. The tactics of marketing research : research design; Part 2. Techniques of obtaining data : 5. Information from respondents; 6. Experimentation; 7. Measurement in marketing research : general concepts and instrument design; 8. Measurement and scaling in marketing research; 9. Sampling procedures in marketing research; Part 3. Analyzing associative data : 10. The analysis process : basic concepts and analyzing associative data; 11. Multiple and partial regression; 12. Analysis of variance and covariance; Part 4. Advanced techniques in analyzing associative data : 13. Other techniques for analyzing criterion-predictor association; 14. Factor analysis and clustering methods; 15. Multidimensional scaling and conjoint analysis; Part 5. Selected activities in marketing research : 16. Forecasting procedures in marketing research; 17. Brand positioning and segmentation; 18. Evaluating new marketing strategies;.

Includes bibliographical references and index.

New Delhi : Prentice-Hall Of India, 1998.

Danish