We have great pleasure in presenting the book “Marketing Research” written for students of UG courses. The subject matter is written in a simple and easily understandable language by considering Indian business perspectives.
Thes is an endeavor to provide the students with thorough understanding of marketing research concept. While writing this book we have benefited greatly from the studies of a number of books and the articles written by scholars widen over diversely.
In writing the book special care has been taken to avoid gaps in the sequential arrangement of topics in the syllabus and logically developed the various facets of marketing research step-by-step of an integrated approach with a view to make it a comprehensive and complete volume by itself. Topics covered are discussed, as far as possible, in a fairly self-contained manner.
Contents –
1. Marketing Research
2. Sources and Methods of Gathering Marketing Information
3. Secondary Data Research
4. Measurement and Scaling
5. Sampling
