This book covers the entire gamut of marketing Research by exploring the subject area through text and cases. This thoroughly revised edition includes recent topics, examples and cases to meet the changing curricula requirements of Indian students. Software applications have also been included to ensure adherence to the changing market needs. It is hoped that the book would be useful for practitioners of marketing Research as well. Salient features: a new Chapter on qualitative research new topics such as classification of research, types of online advertising, growth of organised retail in India, and tips for hypothesis development more than 30 new case studies based on recent events intricate details on research design, uni-dimensional and multi-dimensional scales used in marketing Research SPSS applications to focus on software applications of marketing Research supplemented with a comprehensive online SPSS dataset.
