Viva Group has been honoured with the Best Publisher Award 2022 by the Delhi State Booksellers & Publishers' Association.

Marketing Research

Marketing Research

Marketing Research

An Introductory Approach

  • By: Sabihuddin Kidwai

₹535.50 ₹595.00 Save: ₹59.50 (10%)

Go to cart

ISBN: 9789387925083

Bind: Paperback

Year: 2018

Pages: 128

Size: 6 x 9 Inch

Publisher: Viva Books Originals

Sales Territory: Worldwide


For those who want to refresh their knowledge and skills through simple and easy-to-understand theory, or for those individuals or organisations who want to embark upon the marketing research introductory journey, this book is invaluable. A clear explanation of fundamental aspects with excellent examples and well-documented theory make Marketing Research: An Introductory Approach a must read.

This book is to the point and illustrates the concepts of market and marketing research in a clear and concise manner. The information is sourced from author's own notes and a number of other different sources, which will help the students to get the holistic information in one place. Statistical data have been used with graphical illustrations for easier understanding.


Target Audience:

People interested in Marketing Research.




Chapter 1. Introduction to Marketing Research • Meaning, Nature and Process of Marketing Research • Types and Functions of Marketing Research • Need, Importance and Applications of Marketing Research • Research Design • The Future of Marketing Research

Chapter 2. Types and Sources of Research Data • Types of Research Information • Continuous Research • Ad-hoc Research • Desk Research • Field Research

Chapter 3. Methods of Marketing Research • Classification of Marketing Research (Research Design) • Methods of Data Collection

Chapter 4. Sampling and Sampling Design • Who Provides the Information? • What is a Sample? • Why Use a Sample? • How is the Sample Selected? • How Big Does the Sample Need to be?

Chapter 5. Analysis and Interpretation of Data and Research Report Processing, Analysis and Interpretation of Information • Analysis and Interpretation of Qualitative Data • Analysis and Interpretation of Quantitative Data • Research Report • Statistical Packages


Appendices: Review Material for Appendix

About the Author:

Sabihuddin Kidwai did his M.A. and Ph.D. in Economics from Aligarh Muslim University (AMU). He was a lecturer in the Department of Economics, AMU and senior lecturer at the Women's College, AMU. He also worked as an associate professor in the Business Studies Department, Salalah College of Technology, Oman. Dr Kidwai has over 35 years of experience in teaching graduate and postgraduate students.

Cross Cultural Marketing

By: Nandeeta Manchanda

ISBN : 9789395654326

₹ 195.00


Building Brands

By: Giles Lury

ISBN : 9789386105035

₹ 265.50 ₹ 295.00


Party Marketing

By: Harald Moe

ISBN : 9789386105097

₹ 355.50 ₹ 395.00


Management Briefs: Proven Sell..

By: Ronan McNamara

ISBN : 9788130931043

₹ 225.00 ₹ 250.00


The Art of Modern Sales Manage..

By: Renie McClay

ISBN : 9788130930817

₹ 355.50 ₹ 395.00


Management Briefs: Marketing S..

By: Garry Hynes

ISBN : 9788130930695

₹ 225.00 ₹ 250.00