Page 271 - DMGT209_QUANTITATIVE_TECHNIQUES_II
P. 271

Quantitative Techniques-II



                      Notes         7.   Which multivariate analysis would you apply to identify specific customer segment for a
                                         company’s brand and why?
                                    8.   Critically evaluate multidimensional scaling.

                                    Answers: Self Assessment

                                    1.   Multivariate

                                    2.   Categorize, examine
                                    3.   Discriminant
                                    4.   Increases
                                    5.   Descriptive/exploratory

                                    6.   Standardized
                                    7.   Cluster
                                    8.   Marketing
                                    9.   Conjoint

                                    10.  Attributes
                                    11.  Principle component factor
                                    12.  Output

                                    14.9 Further Readings




                                     Books      A Prasuraman, Dhruv Grewal, Marketing Research, Biztantra.
                                                Alan T Shao, Marketing Research, Cengage.

                                                Cisnal Peter, Marketing Research, MCGE.
                                                GA Chrchil, Marketing Research, Iacobucci, Thomson.
                                                GC Beri, Marketing Research, TMH.

                                                Hague & Morgan, Marketing Research in Practice, Kogan page.
                                                OR Krishna Swamy, Methodology of Research in Social Sciences, HPH.
                                                Paneerselvam, R, Research Methods, PHI.
                                                Tull and Donalds, Marketing Research, MMIL.




                                    Online links  www.indiastudychannel.com
                                                www.scribd.com/doc
                                                www.soas.ac.uk
                                                www.web-source.net







            266                              LOVELY PROFESSIONAL UNIVERSITY
   266   267   268   269   270   271   272