Modern Marketing Research : Concepts, Methods, and Cases, International Edition (with Qualtrics Printed Access Card), Mixed media product Book

Modern Marketing Research : Concepts, Methods, and Cases, International Edition (with Qualtrics Printed Access Card) Mixed media product

Description

Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition 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, International Edition 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.

Information

  • Format: Mixed media product
  • Pages: 720 pages
  • Publisher: Cengage Learning, Inc
  • Publication Date:
  • Category: Market research
  • ISBN: 9781133191025

£68.99

£64.79

 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops