3 Review(s)

This revised fourth edition of marketing Research continues to provide a crisp, clear, and easy-to-understand view of the methods, processes and techniques used in marketing Research. The book has been updated to reflect some recent developments in the subject area that aid managerial decision-making. All aspects of marketing research—quantitative and qualitative, the what, why, and how of statistical tools—are covered with the help of relevant case studies. The updated coverage makes this edition vital for postgraduate and undergraduate students of management. Practitioners of marketing Research will also find this book immensely useful.Highlights: 1. modern, computer-based approach to statistical analyses 2. easy-to-understand examples and contemporary cases with data illustrating analytical techniques 3. data analyses procedures using SPSS program 4. enhanced coverage on qualitative methods such as content analysis, discourse analysis, grounded theory, etc. 5. a new section on international marketing Research illustrating complexities introduced by the environment in each country 6. inclusion of summary, assignment questions, case studies and objective questions in each Chapter