Marketing Research: Concepts (Paperback)

This book provides a comprehensive coverage of concepts of contemporary technology-driven marketing research. It emphasis more on emerging application of marketing research like service quality measurement, customer satisfaction and feedback analysis, relationship marketing research, customer-value analysis, distribution and pricing research value chain analysis with live examples from cellular services, Internet banking, retailing and other FMCG sectors. This book opens up newer vistas of career to corporate executives and management and technology students with substantial coverage of leading MR agencies like IMRB, AC Nilsen, Taylor Nelson Sofres plc and ORG Marg.

Table of Contents
Overview of Marketing Research in the New Millennium • Marketing Research in the Internet Age • The Marketing Research Process • Data Collection Methods and Techniques in Marketing Research • The Concept of Measurement and Scaling in Marketing Research • Overview of Sampling Schemes and Sample Size Determination • Overview of Data Analysis in Marketing Research • Application of Statistical Techniques in Marketing Research • Overview of Research Report and Market Research Studies • Contemporary Application of Marketing Research • Emerging Applications of Marketing Research • New Trends in Marketing Research in India • Appendices • Glossary of Terms • Bibliography • Index