PLANNING RESEARCH IN MARKETING BY B.R. GOEL (HARDCOVER)
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Description
Planning Research in Marketing by B. R. Goel is a reference book that provides a systematic understanding of marketing research methods, planning techniques, data collection procedures and statistical analysis. It explains how marketing research can be planned and conducted to obtain reliable information for effective marketing decision-making.
The book covers the major stages of the research process, including problem identification, evaluation of existing information, assessment of the value of additional information, research strategy development and survey design. It also discusses different data collection methods, such as personal interviews, mail surveys, telephone surveys and group interviews.
Further topics include fieldwork planning, recruitment and training of research personnel, quality control, coding, consumer panels, probability sampling, statistical inference, non-parametric statistics and trend analysis. These subjects provide a foundation for understanding how marketing information is collected, processed, interpreted and applied to business problems
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