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Student Edition
Instructor Edition
Marketing Research: Text and Cases, 3/e
Rajendra Nargundkar, Dean, IFIM Business School, Bangalore

ISBN: 0070220875
Copyright year: 2008

This text, now in its 3rd edition, provides a unique blend of concepts and industry practices in marketing research. It demystifies the subject for the students by providing a crisp and clear exposition of the methods, processes and statistical analytical tools in doing marketing research. Two new chapters on logistic regression techniques and structural equation modeling have been added in this edition.

FEATURES:

  • Comprehensive coverage: Encompasses a broad spectrum of topics from research design, data collection, to data analysis

  • Computer-based approach: Discussion of data processing involving popular software packages, especially SPSS

  • Multivariate techniques: Covers all the important multivariate techniques

  • Cases: Includes more than 30 cases, prepared in the Indian context

    • SPSS commands at the end of all chapters in the data analysis section. Includes Free SPSS student trial CD! (For details see inside book!)



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