DD Sharma Marketing Research - Principles, Applications and Cases by Sultan Chand & Sons

This book provides a down-to-earth description of techniques involved in designing, conducting and applying marketing research to the problems in business organizations.

• The emphasis is on developing an understanding of the principles and their applications.
• Case studies on actual Indian market situations have been included.

This book can be used as a textbook by the management students specializing in the area of marketing.

Book Content

Part I— Principles: Marketing Research — An Overview

• Problem, Discovery, and Formulation
• Marketing Research Process
• Scientific Method
• Research Designs
• Experimental Research Designs (Experimentation).

Part II—Data Collection: Secondary Data

• Primary Data Collection
• Survey Method and its Administration
• Questionnaire Design
• Attitude Measurement and Scaling Techniques
• Observation Method
• Sampling Techniques
• Selecting a Sample.

Part III—Data Analysis: Processing of Collected Data

• Cross Tabulation Data
• Data Analysis and Interpretation
• Multivariable Analysis
• Presentation of Research Findings.

Part IV— Application: Product Research

• Advertising Research
• Motivation Research
• Sales Control Research.