CONTENTS:- 1. Introduction to Marketing Research. 2. Organisation of Marketing Research. 3. Marketing Research Process. 4. Research Design. 5. Determining Sources of Data. 6. Collection of Primary Data. 7. Data Collection Forms. 8. Attitude Measurement. 9. Sampling Procedures. 10. Sample Size. 11. Data Collection and Field Force. 12. Processing of Data. 13. Data Analysis: Preliminary Considerations. 14. Test of Significance. 15. Analysis of Associations. 16. Analysis of Experiments. 17. Preparation of Research Report. 18. Application of Marketing Research in India.
The present book 'Modern Marketing Research' has been prepared considering needs of executives, students and teachers in the areas of marketing management. The book consists of eighteen chapters devoted to the techniques of marketing research. Each chapter discusses the respective subjects in detail and in comprehensive manner. The book provides complete insights into and knowledge of the tools of marketing research. It has been designed to offer adequate materials to postgraduate and research students. The executives researches effectively with application of the tools and techniques described in the book. The teachers can acquire all the teaching materials at a place in the present book. Some specialized topics are given for advanced research and analysts. The book may be used by consultants to solve the problems of marketing management. Suitable examples of Indian conditions are given at appropriate places.