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Marketing Research - Text, Applications and Case Studies
Majumdar, Ramanuj
, Professor, Indian Institute of Management, Joka Diamond Harbour Road, Kolkata, West Bengal
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PRINTED BOOK DETAILS:
ISBN :
978-81-224-0338-1
Publication Year :
1991
Edition :
Ist
Reprint :
July, 2010
Pages :
384
Price :
$ 15.00
Binding : Paperback
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About the Book: |
The book shows the sequential steps involved in the conduct of marketing research with numerous illustrations drawn from Indian market. It will help management students and executives how to prepare research brief, formulate suitable design, construct questionnaire, choose appropriate data analysis technique(s) and communicate findings in a given situation.
The book is essentially application oriented. Emphasis has been laid on how skillful handling of secondary sources of data can yield valuable information about business trends. It has indicated availability of many such secondary data sources in India. Also, qualitative research and various scaling techniques have been explained with live examples from Indian market. Different applications and interpretation of perceptual maps derived from multidimensional scaling techniques would enrich the vision of marketing research practitioners.
Extensive discussion on the utility of several multivariate techniques and non-parametric tests in marketing studies stand out as the unique features of the book. It shows proper use of statistical tests by indicating the linkage between the assumptions of various statistical tests and marketing data.
Also, to sharpen the perspectives of the reader the book offers a discussion on some marketing research studies conducted by the author.
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About the Author: |
RAMANUJ MAJUMDAR The Author holds Bachelor of Statistics (Honours) and Master of Statistics degrees from the Indian Statistical Institutes, Calcutta. These have given him a strong foundation in Statistics. He also earned the Fellow Title (Doctoral Degree) in the area of Marketing from IIM Calcutta. He served the Indian Institute of Management Bangalore from September 1975 to December 1976 in the International Development Research Centres project on the study of Public Sector Enterprises in India.
He joined the Indian Institute of Management Calcutta in January 1977 and is now a faculty member of marketing area. He has conducted numerous studies on Marketing in India. During the academic year 1990-91 he was invited by the European Economic Commission to spend at Universitate Bielefeld, Germany. During this time, apart from offering seminars in leading business schools in Western Europe, he undertook a research study about German Companies Participation in Indian Market.
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Contents: |
MARKETING RESEARCH-AN OVERVIEW
- The Nature and Scope of Marketing Research
- Marketing Research Process : Problem Identification
- Marketing Research Frameworks
DATA AVAILABILITY AND COLLECTION PROCEDURES
- Secondary and Commercial Data
- Primary Data and Questionnaire Construction
- Quantitative Techniques of Data Collection
- Scaling Techniques
SAMPLING DECISIONS
DATA ANALYSIS PARADIGM
- Univariable Data Analysis
- Multivariate Analysis
- Report Preparation and Communicating Research Findings
SELECT STUDIES ON INDIAN MARKET
- Discussion of Research Studies
- References
- Appendix of Statistical Tables.
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Audience: |
Management and Commerce
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