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Marketing Research by Dr. P. Sathyapriya

Marketing Research

by Dr. P. Sathyapriya
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₹449.00
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₹449.00
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Paperback: Paperback
  • ISBN13: 9789351197751
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Publication Date:
  • Pages: 264
  • Original Price: INR 449.0
  • Language: English
  • Edition: N/A
  • Item Weight: 500 grams
  • BISAC Subject(s): Marketing / Research

The book starts with an introduction about marketing research and the process involved in performing research. It is followed by a discussion on research design and sampling design with the data collection methods and techniques. The data collection is guided with formulation of questionnaire and development of scales. Process of coding and tabulating of the data with testing the reliability and validity of the scales is elaborated in Chapter 7. Once data is ready for analysis, SPSS (Statistical Package for Social Sciences) is introduced for quantitative analysis. Second part of the book from chapters 7 through 11 brings out the application of SPSS for simple statistical methods. · Marketing Research · Marketing Research Process · Research Design · Sampling Design · Data Collection Methods · Measurement Scaling · Field Work and Data Preparation · Introduction to SPSS · Basic Data Analysis, Basic Data Analysis · Establishing Hypothesis and Testing · Determining Association among Variables · Determining Dependent Independent Relationship · Decision Making Models · Data Reduction Techniques · Brand Positioning Methods

Dr. P. Sathyapriya, currently the Director of Sri Sri Academy has more than a decade experience in handling marketing research problems for industries and in class room. She has worked as professor in Marketing and Strategy in IBS Hyderabad and Professor in Marketing at Alliance University, Bangalore.

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