Table of Contents: Marketing research

Table of Contents:

Pt one: Introduction and basic concepts Marketing research Management. Value of Information. Scientific method and Research designing. Pt two: Data collection sampling and Interviewing Secondary data. Measurement and Scaling. Attitude Scale. Sampling design. Sample size decision. Pt three: Data Processing, Analysis and Reporting Data Processing, Analysis and Estimation. Testing Hypothesis. Bivariate Analysis. Experimental Designs. Multivariate Analysis I (Dependence methods) Multivariate Analysis II (Inter-Dependence methods) Interpretation and Report Writing Pt. four: Selected Applications, Rural Marketing Research and Organised Retailing. Sales Analysis and Forecasting. New Product Development and Test Marketing. Advertising Research. Market Segmentation and Brand Positioning. Export Marketing Research. Rural Marketing Research. Organised Retailing.