Material Detail

This is a free, online textbook offered by Book Boon.  There seems a need for a research book which can cover the relevant issues in a simple and palatable form for the readers and make them engaged in the process of research. This book attempts to attend to the above stated issues by introducing technical and analytical concepts in a very accessible manner. Some of the readers may get really interested in the field of marketing research after reading this book and so this book can be called a primer and simple background for understanding advanced technical textbooks in the field.

There are eight chapters in this book, each of which focuses on a specific issue relating to the marketing research project. The first chapter introduces the marketing research process and discusses in details the scientific research approach and how to define the research problem. Chapter two and three explain the exploratory and conclusive research designs.

These chapters form the basis of the following chapters on sampling (chapter 4), measurement and scaling (chapter 5). Questionnaire building is discussed in details in chapter six followed by data preparation and preliminary data analysis (chapter 7). The last chapter focuses on report preparation and presentation issues.

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