Research For Marketing Decisions

b' About the Book The fifth edition of Research for Marketing Decisions draws on a\nlarger canvas than the previous edition. The description of methodological\nprocesses is much wider. It includes research design, data collection techniques\nand measurements. The entire methodology has been streamlined and made\nconsiderably simpler. The emphasis is primarily on modern analytical tools like\nmultivariate analysis which have been incorporated in the design and conduct of\nmarketing research. Computer program strategies for data analysis are not only\ndescribed but their results have been interpreted in the context of illustrative\nmarketing problems. It is primarily user-oriented and not meant for research\ntechnicians. Cases have been listed at '