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摘要

Data Analysis has been among a few topics perceived to be very intricate by students pursuing graduate, post-graduate or doctoral level studies. Despite availability of many user-friendly software, owing to lack of exposure to practical applications, apprehensions surrounding the subject have not been dealt with appropriately. This book by Dr. Nargundkar, focussing on marketing research, is a sincere effort to demystify the fears associated with the subject. The objective has been attained by lucid presentation of the theoretical concepts along with cases in the Indian context to demonstrate various statistical techniques using SPSS software.