Modern Marketing Research: Concepts, Methods and Cases
Book Title: | Modern Marketing Research: Concepts, Methods and Cases |
Author: | FEINGBERG |
ISBN-13: | 9788131519448 |
Publication: | Cengage |
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Overview of Modern Marketing Research: Concepts, Methods and Cases Book
Illustrative and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS and CASES, 2E, 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, 2E, 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.
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Business&Economics
Paperback
English
8131519449
1 Mar 2013
Students and Professionals:Business&Economics
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