Green, Paul E. <br/><br/>
Research for marketing decisions 
by Paul E. Green, Donald S. Tull and Gerald Albaum. 
 - 5th ed. 
 - New Delhi :  Prentice hall of India,   2006. 
 - 784 p. 
<br/><br/> Table of Contents :<br/>Chapter 1. Marketing research - content and strategy<br/>Chapter 2. The tactics of research- planning the research project<br/>Chapter 3. Marketing research - the value and cost of decision - making information<br/>Chapter 4. The tactics of marketing - research design<br/>Chapter 5. Information from respondants<br/>Chapter 6. Experimentation<br/>Chapter 7. Measurement in marketing research - general concepts and instrument design<br/>Chapter 8. Measurement and scaling in marketing research<br/>Chapter 9. Sampling procedures in marketing research<br/>Chapter 10. The analysis process - basic concepts and analyzing associative data<br/>Chapter 11. Multiple and partial regression<br/>Chapter 12. Analysis of variance and covariance <br/>Chapter 13. Other techniques for analyzing criterion- predictor association<br/>Chapter 14. Factor analysis and clustering methods<br/>Chapter 15. Multidimensional scaling and conjoint analysis<br/>Chapter 16. Forecasting procedures in marketing research<br/>Chapter 17. Brand positioning and market segmentation<br/>Chapter 18. Evaluating new marketing stratgies<br/>Appendix A- Statistical tables<br/>Index <br/> 
<br/><br/><label>ISBN: </label>9788120307575 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.83  / GRE/RES