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Comprehensive Research Methodology : (Focused on Marketing & Applied Research) Agarwal, B.L., Retd. Prof. & University Head, Depart. of Statistics & Mathe., Rajasthan Agricultural Univ., Udaipur ISBN : 978-81-224-3811-6 Publication Year : 2015 Edition : 1st Reprint :  Pages : 572 Price : Rs. 399.00 Binding : Paperback About the Book: The book Comprehensive Research Methodology covers research methods. The book is for postgraduate students and research scholars of various disciplines. Initially the book clarifies the types of researches and their applications. Also it amplifies the theme of each type of research. Statistics is the backbone of all researches. Hence a chapter is devoted to basics of statistics. Survey sampling methods and experimental research designs for collection of data and analysis are presented in a concise and appropriate manner. Data are of different kinds. Therefore, measurements and scaling have been discussed in a chapter. Statistical association methods are inevitable part of researches. So a large number of measures of association and regression are covered with clarity and solved examples. Fitting of multiple regression equation through computer software package has been depicted with interpretation of output tables and results. This is a unique feature of the book. Hypothesis testing is an integral part of data analysis. Thus this book covers all popular tests of statistical hypothesis supported by real life solved examples. Marketing research is the main theme of this book and hence marketing and advertising strategies are clearly expatiated. To start a new plan, one has to decide which state of nature is best out of different acts. To solve this problem, decision theory is covered with clear concepts and solutions to the business problems. Present researches are generally based on multi factor and character studies due to easy availability of computer packages. Looking to the intricacies of the theory of multivariate analysis procedures, this book provides six chapters on multivariate analysis namely, multivariate analysis of variance, cluster analysis, principal component and factor analysis, discriminant analysis, conjoint analysis and multidimensional scaling. Numerical exercises in each chapter have been analyzed and displayed utilizing SPSScomputer software packages. Most difficult part is the interpretation of results obtained from output tables. So the outputs values are discussed below the output tables so as to facilitate the readers tremendously. On the whole the book covers a wide range of topics related to research methodology and will prove to be a boon to the users. The concepts will become easily clear to the students who study this book sincerely and will be able to secure high scores in their examinations. The researchers will be able to conduct their researches in a systematic manner and draw conclusions correctly. Everyone will find this book more useful than expectation. About the Author: Dr. B L Agarwal possesses the degrees of MSc. (Maths); M.Stat., Ph.D. He is a retired Professor and University Head of the Department of Statistics and Mathematics of Rajasthan Agricultural University, Bikaner posted at Rajasthan College of Agriculture, Udaipur. He has thirty–one years experience of teaching various statistics courses. Dr. Agarwal has been actively engaged in imparting statistical counseling to the research students and faculty members. The author has published a number of research papers in a number of journals of national and international repute such as Sankhyā, Communication in Statistics (USA), Microelectronics & Reliability (UK), Journal of the Indian Society of Agricultural Statistics (New Delhi), etc. The author has seven more books to his credit. Dr. B L Agarwal is a member of the Editorial Advisory Boards of the journals:Indian Journal of Statistical Applications (IJSA) and Journal of Rajasthan Statistical Association (JRSA). Dr. Agarwal is a referee for the research papers to be published in some journals of repute. He is a reviewer of the books to Zentralblatt f?hematik, Berlin. Dr. Agarwal is an invitee to deliver lectures on specialized topics in the premier institutions of India. He is associated with high level academics in many ways at national level. Contents: Fundamentals of Research Methodology Statistical Insight and Concepts Survey Sampling Methods and Sampling Distributions Designs of Data Collection Measurements and Scaling Statistical Hypotheses Testing Nonparametric Tests Experimental Research Designs Statistical Association Studies Rudiments of International Marketing and Advertising Decision Theory and Its Applications Preliminaries to Multivariate Analysis Multivariate Analysis of Variance Discriminant Analysis Principal Component and Factor Analysis Cluster Analysis Conjoint Analysis Elements of Multidimensional Scaling.