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Market Research and Analysis : Methods, Design and Data by Marcus GONCALVES (2024, Hardcover)

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Market Research and Analysis: Methods, Design, and Data by Goncalves, Marcus, ISBN 1501522884, ISBN-13 9781501522888, Brand New, Free shipping in the US

About this product

Product Identifiers

PublisherMercury Learning & Information

ISBN-101501522884

ISBN-139781501522888

eBay Product ID (ePID)4067061092

Product Key Features

Number of Pages250 Pages

LanguageEnglish

Publication NameMarket Research and Analysis : Methods, Design and Data

SubjectMarketing / General, Commerce, Management, Marketing / Research

Publication Year2024

TypeTextbook

AuthorMarcus Goncalves

Subject AreaBusiness & Economics

FormatHardcover

Dimensions

Item Weight13.2 Oz

Item Length6.7 in

Item Width8.7 in

Additional Product Features

Intended AudienceScholarly & Professional

IllustratedYes

Table Of Content1: The Purpose of Market Research 2: Market Research Ethics 3: Defining the Research Objective 4: Secondary Research Methods 5: Quantitative Primary Research: Surveys, Data Mining, and Web Scraping 6: Qualitative Primary Research: Surveys, Focus Groups, Observation Studies 7: Survey Development 8: Sampling Techniques 9: Survey Distribution 10: Data Analytics Tools and Descriptive Statistics 11: Data Analysis - Hypothesis Testing 12: Data Analysis: Inferential Statistics 13: Communicating Results Index

SynopsisThis book provides a comprehensive discussion of market research and analysis, covering key concepts, process descriptions, qualitative and quantitative techniques for market research and data analysis, and application scenarios. Although it is not an academic textbook, it is geared toward business management professionals and graduate students who want to enhance their skills in addressing management decision problems (MDP) and test them for statistical significance. Readers will appreciate the breadth and depth of this subject, market research techniques, and how they are relevant to the business enterprise, whether it is a startup entrepreneurship or an established business organization. This book guides readers on how to conduct market research and solve business challenges. The structure of the book is based on the six steps of the market research process: problem definition, development of an approach to the problem, research design formulation, fieldwork and data collection, data preparation, qualitative and quantitative analysis, statistical test of significance of results, report preparation, and presentation., Market Research and Analysis: Methods, Design, and Data provides a comprehensive discussion of market research and analysis, covering key concepts, process descriptions, qualitative and quantitative techniques for market research and data analysis, and application scenarios. It is geared toward business management professionals and graduate students who want to enhance their skills in addressing management decision problems (MDP) and test results for statistical significance. Readers will appreciate the breadth and depth of this subject, market research techniques, and how they are relevant to the business enterprise, whether it is a startup entrepreneurship or an established business organization. This book guides readers on conducting market research, developing and testing hypotheses, and solving business challenges. The structure is based on the six steps of the market research process: problem definition, development of an approach to the problem, research design formulation, fieldwork and data collection, data preparation, qualitative and quantitative analysis, statistical test of significance of results, report preparation, and presentation. FEATURES: Provides a general understanding of market research, what information it can provide, and how market and marketing managers can adequately use it Explains how to generate data and information by surveying and making observations of consumers and organizations Examines the main types of sampling plans and their advantages and disadvantages Investigates various quantitative and qualitative research methods and techniques, through data gathered during market research

LC Classification NumberHF5415.2.G6 2024