Softcover

ISBN 10: 0195676963 ISBN 13: 9780195676969

Publisher: Oxford University Press, 2012

The text provides in-depth coverage of the key elements of the subject: its theoretical foundations, techniques of planning and design, research methodology for the implementation of quantitative and qualitative techniques, presentation and interpretation of findings through reports, and the use of marketing research techniques for developing and evaluating marketing strategies. Among the other important topics discussed are the role of research in marketing, planning for market research, types of research and sources of data, design of questionnaires and interview guides, interview techniques, methods of sampling, implementing qualitative and quantitative research, data editing and tabulation, data analysis, and computer-based techniques of data analysis. Users would find this book highly useful for its coverage of the fundamental concepts of marketing research and its relevance to business decision-making explained through classroom-tested case studies, caselets, tables, flow charts, and diagrams.

About the Author:

Sunanda Easwaran Dean, ICFAI Business School, Mumbai, has over two decades of experience in teaching marketing research at the postgraduate level. She has also served as Dean, Faculty of Management Studies, Narsee Monjee Institute of Management & Higher Studies, Mumbai. She has more than 15 years of professional experience in marketing research in areas such as pharmaceutics, healthcare, banking, and rural marketing, and is active in consultancy and training.
Sharmila J. Singh National Qualitative Head and Director, Mode Modellers Private Limited, Mumbai, has over 12 years of professional experience in the area of marketing research. She has carried out research in advertising, brand communication, finance, and pharmaceutics. She has been a visiting faculty at Narsee Monjee Institute of Management & Higher Studies, Mumbai, and is currently a visiting faculty at S.P. Jain Institute of Management & Research.