The fifth edition of Research for Marketing Decisions draws on a large canvas than the previous edition. The description of methodological processes is much wider. It includes research design, data collection techniques and measurements. The entire methodology has been streamlined and made considerably simpler.
The emphasis on modern analytical tools like multivariate analysis have been incorporated in the design and conduct of marketing research. Computer program strategies for data analysis are not only described out their results have been interpreted in the context of illustrative marketing problems. Primarily user-oriented the text includes cases listed at the end of five major parts of the book.
This edition’s distinctive features include:
A decisional research orientation.
A strong treatment of analysis.
Extensive coverage of measurement and scaling techniques.
The book contains a variety of cases (shorter than Harvard type cases) and provides many chapter-end questions that require readers to develop a project of their own.