Marketing Research

* The case study at the end of each chapter acquaints learners with a variety of organizational scenarios that they may encounter in the future
* Numerous examples and problems framed using real data from Indiastat.com and CMIE highlight the business applications of marketing research methods
* Marginal definitions reinforce critical concepts and provide simple descriptions for complex theories
* Modern statistical software programs explain multivariate statistical techniques using a step-by-step approach

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