Marketing Research

This book provides a comprehensive coverage of concepts of contemporary technology-driven marketing research. It emphasis more on emerging application of marketing research like service quality measurement, customer satisfaction and feedback analysis, relationship marketing research, customer-value analysis, distribution and pricing research value chain analysis with live examples from cellular services, Internet banking, retailing and other FMCG sectors. This book opens up newer vistas of career to corporate executives and management and technology students with substantial coverage of leading MR agencies like IMRB, AC Nilsen, Taylor Nelson Sofres plc and ORG Marg.