Modern marketing research: concepts, methods, and cases

Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, ANDCASES, 2E, Int. ed. is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from project design and data collection to analyzing findings with statistical methods and preparing the final report. Making sense of complex marketing data, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, Int. ed. explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give you an in-depth perspective of marketing research and its applications in the real world. INDICE: 1. Purpose and Process of Marketing Research..2. Research Design and Data Sources..3. Measurement in Marketing Research..4. Causal Designs and Marketing Experiments..5. Data Collection: Exploratory and Conclusive Research..6. Designing Surveys and Data Collection Instruments..7. Sampling..8. Data Analysis and Statistical Methods: Univariate and Bivariate Analyses..9. ModelingMultivariate Relationships: Multiple Regression for Interval, Binary, and Nominal Dependent Variables..10. Factor, Cluster, Discriminant, and Latent Class Analyses..11. Conjoint Analysis and Multidimensional Scaling..12. Advanced Topics, Research Frontiers, and Preparing the Final Report.

• ISBN: 978-1-133-19102-5
• Editorial: Cengage Learning Custom Publishing
• Encuadernacion: Rústica
• Páginas: 624
• Fecha Publicación: 13/03/2012
• Nº Volúmenes: 1
• Idioma: Inglés