Catalog Advanced Search

Authors: Roy Dholakia, Ruby; Dholakia, Nikhilesh;

Reference No: MAR0193 Pages: 7 Published on: 1, January, 1978

Abstract: Market trends and market research indicate possibilities of introducing a new brand of coffee in Northern India. However, it is unclear what product position should be aimed at and what market strategy be adopted. Analysis of market structure, segments, coffee drinking habits, sociopsychological variables affecting coffee drinking, etc. called ... More

• Add to Wishlist
• Facebook
• Twitter
• LinkedIn
• Google+

Authors: Dholakia, Nikhilesh; Roy Dholakia, Ruby; Bothra, K C;

Reference No: MAR0194 Pages: 8 Published on: 1, January, 1978

Abstract: The market position of a large and regionally dominant matches manufacturer has eroded over the years. A market research study reveals interesting facts about the preferences, attitudes and behavior of consumers and retailers. A creative marketing strategy is required to stay on top of a price conscious market. ... More

• Add to Wishlist
• Facebook
• Twitter
• LinkedIn
• Google+

Authors: Roy Dholakia, Ruby;

Reference No: MAR0212TEC Pages: 8 Published on: 1, January, 1978

Abstract: Issues in product tests are discussed in this note. Concepts and methodologies are described in terms of managerial questions of when, where, how, and by whom of product testing. ... More

• Add to Wishlist
• Facebook
• Twitter
• LinkedIn
• Google+

Authors: Roy Dholakia, Ruby;

Reference No: MAR0223 Pages: 6 Published on: 1, January, 1979

Abstract: A new marketing director of a mediumsized company producing a line of consumer products is faced with the task of reorganizing the company's marketing goals and activities. The question of pricing policy comes up and research assistance is sought. The case deals with the selection of research approaches to ... More

• Add to Wishlist
• Facebook
• Twitter
• LinkedIn
• Google+

Authors: Roy Dholakia, Ruby; Vora, M N;

Reference No: MAR0270TEC Pages: 20 Published on: 1, January, 1981

Abstract: The note deals with 1) nature of "information" in marketing research, 2) sources of information, 3) description of various data collection approaches, and 4) criteria for selection of the data collection approach. Various methods described are: a) content analysis, b) observational methods, c) question-response method, and other less-used methods of data collection. ... More

• Add to Wishlist
• Facebook
• Twitter
• LinkedIn
• Google+

Authors: Jain, Abhinandan K; Roy Dholakia, Ruby;

Reference No: MAR0271TEC Pages: 17 Published on: 1, January, 1982

Abstract: The note describes a classification scheme of marketing information for scale construction. For single item measurement, ordinal, interval and ratio scale methods are described. Multi-item scales like semantic differential, Thurstone's equal appearing interval, and Likert's summated rating scales are described. A broad idea about multidimensional scaling is also provided. Guidelines ... More

• Add to Wishlist
• Facebook
• Twitter
• LinkedIn
• Google+

Authors: Roy Dholakia, Ruby; Jain, Abhinandan K;

Reference No: MAR0272TEC Pages: 8 Published on: 1, January, 1982

Abstract: The note has four sections: Section 1: What is measured in marketing? Section 2: What is measurement? Section 3: How to select measures (scales), and Section 4: How to ensure validity and reliability of measures. The note is written with marketing decision-makers and marketing research executives as primary audiences. ... More

• Add to Wishlist
• Facebook
• Twitter
• LinkedIn
• Google+