Comprehensive Research Methodology : Focused on Marketing and Applied Research by B L Agarwal - 2015

New Age International (P) Limited, 2015. First edition. Softcover. New. The book Comprehensive Research Methodology covers research methods. The book is for postgraduate students and research scholars of various disciplines. Initially the book clarifies the types of researches and their applications. Also it amplifies the theme of each type of research. Statistics is the backbone of all researches. Hence a chapter is devoted to basics of statistics. Survey sampling methods and experimental research designs for collection of data and analysis are presented in a concise and appropriate manner. Data are of different kinds. Therefore, measurements and scaling have been discussed in a chapter. Statistical association methods are inevitable part of researches. So a large number of measures of association and regression are covered with clarity and solved examples. Fitting of multiple regression equation through computer software package has been depicted with interpretation of output tables and results. This is a unique feature of the book. Hypothesis testing is an integral part of data analysis. Thus this book covers all popular tests of statistical hypothesis supported by real life solved examples. Marketing research is the main theme of this book and hence marketing and advertising strategies are clearly expatiated. To start a new plan, one has to decide which state of nature is best out of different acts. To solve this problem, decision theory is covered with clear concepts and solutions to the business problems. Present researches are generally based on multi factor and character studies due to easy availability of computer packages. Looking to the intricacies of the theory of multivariate analysis procedures, this book provides six chapters on multivariate analysis namely, multivariate analysis of variance, cluster analysis, principal component and factor analysis, discriminant analysis, conjoint analysis and multidimensional scaling. Numerical exercises in each chapter have been analyzed and displayed utilizing SPSS computer software packages. Most difficult part is the interpretation of results obtained from output tables. So the outputs values are discussed below the output tables so as to facilitate the readers tremendously. On the whole the book covers a wide range of topics related to research methodology and will prove to be a boon to the users. The concepts will become easily clear to the students who study this book sincerely and will be able to secure high scores in their examinations. The researchers will be able to conduct their researches in a systematic manner and draw conclusions correctly. Everyone will find this book more useful than expectation. Printed Pages: 572.