Modern Marketing Research: Concepts, Methods, and Cases

Modern Marketing Research: Concepts, Methods, and Cases

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Illustrative and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition is a comprehensive introduction to the practice of marketing research. The text treats marketing research design as an integrated process, walking students through each step, from identifying data sources to analyzing findings with various statistical methods. Making sense of complex marketing data for students, 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 them an in-depth perspective of marketing research and its applications in the real world. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.Chryslera#39;s use of the J. D. Power name and approval in its ads made the claim more egregiously misleading, in Forda#39;s view ... a€œIf it wasna#39;t for MyFord Touch, we wouldna#39;t be talking about Ford, a€ said Dave Sargent, vice president of global vehicleanbsp;...


Title:Modern Marketing Research: Concepts, Methods, and Cases
Author: Fred Feinberg, Thomas Kinnear, James Taylor
Publisher:Cengage Learning - 2012-02-28
ISBN-13:

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