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Modern Marketing Research : Concepts, Methods, and Cases (with Qualtrics Printed Access Card),9781133188964
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Modern Marketing Research : Concepts, Methods, and Cases (with Qualtrics Printed Access Card)

by ; ;
Edition:
2nd
ISBN13:

9781133188964

ISBN10:
1133188966
Format:
Paperback
Pub. Date:
2/1/2012
Publisher(s):
Cengage Learning

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What version or edition is this?
This is the 2nd edition with a publication date of 2/1/2012.
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Summary

Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd 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, 2nd 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.


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