portada Market Research and Analysis: Methods, Design, and Data (en Inglés)

Market Research and Analysis: Methods, Design, and Data (en Inglés)

Formato

Libro Físico

Autor

Marcus Goncalves

Editorial

Mercury Learning and Information

Idioma

Inglés

N° páginas

325

Encuadernación

Tapa Dura

ISBN13

9781501522888

Categorías

Gestión y técnicas de gestión
Investigación de mercado

Market Research and Analysis: Methods, Design, and Data (en Inglés)

Marcus Goncalves (Autor) · Mercury Learning and Information · Tapa Dura

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Reseña del libro "Market Research and Analysis: Methods, Design, and Data (en Inglés)"

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 anddepth 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 conductingmarket 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 organizationsExamines the main types of sampling plans and their advantages and disadvantagesInvestigates various quantitative and qualitative research methods and techniques, through data gathered during market research