Marketing Research 1st Edition by Shukla ISBN 9788776814113 8776814114
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Product details:
ISBN 10: 8776814114
ISBN 13: 9788776814113
Author: Shukla P.
Table of contents:
1. Introduction to marketing research: Scientific research approach and Problem definition
1.1 Introduction
1.2 Marketing Research
1.2.1 The need for marketing research
1.2.2 Marketing research defined
1.3 Scientific marketing research process
1.3.1 Phase wise marketing research process
1.4 Defining a problem
1.4.1 Theimportance of defining a right problem
1.4.2 Converting management dilemma into research question
1.5 What marketing research cannot do?
1.6 Conclusion
2. Exploratory research design
2.1 Chapter summary
2.2 Research design and its importance in research
2.3 Classification and differences between research designs
2.4 Exploratory research design
2.4.1 In-depth interviews
2.4.2 Focus groups
2.4.3 Projective techniques
2.5 Conclusion
3. Conclusive research design
3.1 Chapter summary
3.2 Conclusive research design
3.3 Descriptive design
3.3.1 Cross-sectional design
3.3.2 Longitudinal design
3.3.3 Advantages and disadvantages of cross-sectional and longitudinal designs
3.4 Causal designs
3.5 Survey methods
3.5.1 Personal interviews
3.5.2 Telephone interviews
3.5.3 Mail interviews
3.5.4 Online interviews
3.6 Observation
3.6.1 Methods of observation
3.7 Conclusion
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Tags: Shukla, Marketing Research