The book Essentials of Marketing Research by Paurav Shukla
defines marketing research, marketing research problems and discusses the role
of marketing research in marketing information systems and decision support
systems in the market research process.
The most important dilemma that all companies face at some
point or the other is reaching the target consumer and in this book, Paurav
Shukla clearly explains how a marketing researcher can help fill the gap by
asking the right questions.
The master plan or ‘research design’ is also explained in
simple terms and enables the reader to get a clear perspective. Uses of data,
methods of research, sampling, measurement scales, etc., are clearly explained.
This book is ideal for students, researchers and any one
looking to advance their knowledge about marketing research.
The book can be downloaded for free at http://bookboon.com/en/marketing-research-an-introduction-ebook
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