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Review of Marketing Research (Review of Marketing Research series) by Naresh K. Read online, or download in secure PDF format. Contains articles by the marketing field's researchers and scholars. This title presents a view of the marketing research methodologies.
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EXPERTISE/RESEARCH INTERESTS Dr. Ashutosh Patil’s research focus is two pronged. One of these is centered on studying substantive issues such as in sales management, emerging markets and E-Commerce using empirical models.
Marketing Research Malhotra Pdf
In sales management, he is focused on studying the effects of non-cash and pacer incentives in the sales force. In emerging markets, he is focused on understanding how the advent of large chain retail stores in the traditionally fragmented retail space in India is impacting large CPG manufacturers. In the context of E-Commerce, he is focused on understanding how and whether rebranding of a website can alter website usage behavior. He incorporates advanced statistical modeling techniques when empirically investing these specific substantive issues.
The other prong is based on interest research methodology. Specifically, he is focused on studying the level of artifacts caused due to common methods. He also studies categorical moderation specifically statistical power in detecting categorical moderation.
PROFESSIONAL ACTIVITIES Dr. Patil has over a decade of industry experience. He has worked primarily at Silicon Valley based software product firms, initially as a software programmer and later as a product and project manager. His teaching interests are in the areas of Marketing Research, Marketing Data Analysis, Research Methods and Modeling. He currently teaches the core marketing research course at Boston.