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Learn how to develop and apply the latest marketing research methods with this concise, practical textbook that includes real-world data and examples.
List of contents
Chapter - 01: Introduction to Marketing Research; Chapter - 02: Research Design - I; Chapter - 03: Research Design - II; Chapter - 04: Qualitative Research-I; Chapter - 05: Qualitative Research -II; Chapter - 06: Surveys; Chapter - 07: Measurement and Scaling; Chapter - 08: Questionnaire Design; Chapter - 09: Introduction to Sampling; Chapter - 10: Introduction to Descriptive Statistics and Test of Hypothesis; Chapter - 11: ANOVA, ANCOVA; Chapter - 12: MANCOVA; Chapter - 13: Correlation; Chapter - 14: Regression Analysis; Chapter - 15: Exploratory Factor Analysis; Chapter - 16: Hierarchical Cluster Analysis; Chapter - 17: Neural Network Analysis; Chapter - 18: Sentiment Analysis; Chapter - 19: Big Data Analytics; Chapter - 20: Artificial Intelligence and the Multiverse; Chapter - 21: Marketing Research Report; Chapter - 22: Ethics in Marketing Research
About the author
Arpita Agnihotri is an Assistant Professor in Management at the School of Business Administration, Penn State Harrisburg, USA, teaching modules including Business Strategy, HR Analytics, and Organizational Learning and Knowledge Management. She has published research in the Journal of World Business and International Journal of Information Management, in addition to contributing to business case studies with Ivey Publishing and Sage Business Cases.
