TY  - BOOK
AU  - Easwaran, Sunanda
AU  - Singh, Sharmila J.
TI  - Marketing Research: Concepts, Practices, and Cases
SN  - 9780195676969 (pbk.)
U1  - 381.072  
PY  - 2006///
CY  - Oxford, New York
PB  - Oxford University Press
KW  - Marketing research
KW  - Marketing research -- Case studies
N1  - Chapter 1. Introduction to Marketing Research
Nature and Scope of Marketing Research
The Role of Research in Marketing
Practical Tips for Researchers

Chapter 2. Planning for Marketing Research
Stages in Planning Marketing Research
Types of Research
Types and Sources of Data
Experimentation
Interview Techniques
Sampling
Designing Questionnaires and Interview Guides
Building Attitude Exploration into Questionnaires

Chapter 3. Implementing Research: Quantitative Surveys
Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis
Specific Techniques for Analysis of Data
Computer Based Techniques of Data Analysis

Chapter 4. Qualitative Research and its Implementation
Qualitative Research
Qualitative Research Methodology
Analysis and Interpretation of Qualitative Research Data

Chapter 5. Getting Meaning Out of Data and its Application
ER  -