Market Research and Analysis
Methods, Design and Data
This 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...
Erscheint am 15.08.2024
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This 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.
Bibliographische Angaben
- Autor: Marcus Goncalves
- Maße: 22 x 17 cm
- Verlag: Walter de Gruyter
- EAN: 9781501522888
Autoren-Porträt von Marcus Goncalves
Marcus Goncalves, Ph.D., Ed.D, is a Professor of the Practice and Coordinator of the Global Marketing Management program at Boston University MET and an international management consultant with over 30 years of experience in the U.S., Latin America, Europe, the Middle East, and Asia. He regularly lectures on market research methods at the graduate level and is heavily immersed in research in his field. He has several books and peer-reviewed papers published.
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