For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. Tha

Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and

A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are p

The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented fi

Though based on an economic transition, retailer-consumer relationship is also influenced by non-economic factors and is a context of social interaction. With t