Description:

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.