Marketing Research: Text and Cases (3rd Edition)

The book is written in application oriented manner and the use of case studies with SPSS component enhances the worth of this work not only for the MBA students, but also for marketing research practitioners.

Key Features

• A new chapter on Logistic Regression Techniques
• A new chapter on Structural Equation Modeling
• A brief primer on reliability and validity of data
• Detailed coverage of multivariate techniques
• More than 30 cases done in the Indian context
• SPSS commands at the end of all chapters in the data analysis section