Marketing Research has become an important tool of sound management. Marketing information based on marketing research has served the basic purpose of marketing management. Nowadays, no marketing management can succeed without the uses of marketing. Research. The executives, the researchers, the academinchers and other interested person are using the techniques of marketing research. Identification of the problems, research-design, determining the source of data, designing the sample and collection of primary data, analysis and interpretation of data, preparing the research report and recommendations are important components of marketing research which are being used presently by all sound organization.
The present book ‘Modern Marketing Research’ has been prepared considering the needs of executives, students and teachers the areas of marketing management. The book consists of eighteen chapter to the techniques of marketing research. Each chapter discusses the respective subject in details and in comprehensive manner. The book provides complete insights into and knowledge of the tools of marketing research. It has been designed to offer adequate to postgraduate students. The executives can frame the researches for solving the marketing problems. They can organize the researches effective with application of the tools and techniques described in the book. The teachers can acquire all the teaching materials at a place in the present book. Some specialized topics are given for advanced research and analysis. The book may be used by consultants to solve the problems of marketing management. Suitable examples of Indian conditions are given at appropriate plase.
Contents :
1. Introduction to Marketing Research
2. Organisation of Marketing Research
3. Marketing Research Process
4. Research Design
5. Determining Sources of Data
6. Collection of Primary Data
7. Data Collection Forms
8. Attitude Measurement
9. Sampling Procedures
10. Sample Size
11. Data Collection and Field Force
12. Processing of Data
13. Data Analysis: Preliminary Considerations
14. Test of Significance
15. Analysis of Associations
16. Analysis of Experiments
17. Preparation of Research Report
18. Application of Marketing Research in India
