TY  - BOOK
AU  - Green, Paul E.
AU  - Tull, Donald S. 
AU  - Albaum, Gerald 
TI  - Research for marketing decisions
SN  - 9788120307575
U1  - 658.83 
PY  - 2006///
CY  - New Delhi
PB  - Prentice hall of India, 
KW  - Marketing
N1  - Table of Contents :
Chapter 1. Marketing research - content and strategy
Chapter 2. The tactics of research- planning the research project
Chapter 3. Marketing research - the value and cost of decision - making information
Chapter 4. The tactics of marketing - research design
Chapter 5. Information from respondants
Chapter 6. Experimentation
Chapter 7. Measurement in marketing research - general concepts and instrument design
Chapter 8. Measurement and scaling in marketing research
Chapter 9. Sampling procedures in marketing research
Chapter 10. The analysis process - basic concepts and analyzing associative data
Chapter 11. Multiple and partial regression
Chapter 12. Analysis of variance and covariance 
Chapter 13. Other techniques for analyzing criterion- predictor association
Chapter 14. Factor analysis and clustering methods
Chapter 15. Multidimensional scaling and conjoint analysis
Chapter 16. Forecasting procedures in marketing research
Chapter 17. Brand positioning and market segmentation
Chapter 18. Evaluating new marketing stratgies
Appendix A- Statistical tables
Index

ER  -