Research Methodology

Unravel the complexities of conjoint analysis, multidimensional scaling, and advanced research techniques with Research Methodology: Conjoint Analysis, Multidimensional Scaling, and Related Techniques by Naresh Malhotra. This volume in the Legend in Marketing series presents Malhotra's pioneering contributions to quantitative research methods, offering critical insights for scholars and professionals in marketing, business analytics, and social sciences.

From understanding consumer preference modeling to uncovering hidden relationships in multivariate data, this book provides a deep dive into statistical tools that drive data-driven decision-making. Featuring expert commentaries from leading academics, this collection not only contextualizes Malhotra's research but also highlights its evolving relevance in today's digital and AI-driven landscape.

A must-have for researchers, graduate students, and practitioners looking to enhance their expertise in advanced marketing analytics, this book is a cornerstone for those seeking precision in market research and predictive modeling.

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Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents Professor Emeritus, Scheller College of Business, Georgia Institute of Technology, USA. He is Chairman of the Emerging Markets Conference Board the Lead Program Co-Chair of the annual conferences organized by the Board. He has published more than 140 papers in major refereed journals. In addition, he has also published numerous refereed articles in the proceedings of major conferences. In addition, he has also published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards. Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth. Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.

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