Paurav Shukla is the Professor of Marketing at Essex Business School, University of Essex, UK. His research interests include cross-cultural marketing, comparative consumer behaviour, and marketing in emerging markets with a particular focus on luxury brands. His research highlights the hidden meaning
The Essentials of Marketing Research introduces the principals and tools of marketing research, discussing topics such as exploratory research design, conclusive research design, sample sizes, questionnaire design, and data analysis. This exercises e-book is a companion to The Essentials of Marketing Research text and is also available for free download. It will help marketing students put their theoretical knowledge into practice and provide valuable exam preparation.
Each chapter is subdivided into multiple choice and essay questions, followed by detailed answer summaries and explanations. Students are tested on a wide range of topics and concepts, including research design, conclusive research design, sampling, measurement and scaling, questionnaire design, data preparation and preliminary data analysis, and report preparation and presentation.
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