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Marketing Research by Naval Bajpai

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Chapter 9

Fieldwork and Data Preparation

LEARNING OBJECTIVES

Upon completion of this chapter, you will be able to:

  • Understand the importance of fieldwork in conducting research
  • Understand the steps in fieldwork process
  • Understand the meaning and importance of data preparation process
  • Understand the steps of data preparation process
  • Get a preliminary idea about the tools and techniques of data analysis
RESEARCH IN ACTION: ESCORTS LTD

The Escorts Group is India’s leading conglomerates operating in the high-growth sector of the agri-machinery, construction and material-handling equipment, railway equipment, and auto-components. Escort facility has already provided over a million tractors and more than 16,000 construction and material-handling ...

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