Marketing research - Sathyapriya, P. (New Delhi : Biztantra, 2015)
Keywords: Marketing Research; Marketing Research Process; Research Design; Sampling Design; Data Collection Methods; Measurement Scaling; Field work and Data Preparation; Introduction to SPSS; Basic Data Analysis; Establishing Hypothesis and Testing; Determining Association among Variables; Determining Dependent Independent Relationship; Decision Making Models; Data Reduction Techniques; Brand Positioning Methods; Qualitative Approaches