Illustrative and analytical, Modern Marketing Research: Concepts, Methods, and Cases, second 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, second 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.

Key Features:-

  • Integrated Perspective: Rather than abstract discussions, Modern Marketing Research: Concepts, Metho
  • Managerial, Detailed Approach: This high-level approach delivers exceptionally detailed coverage of
  • Helpful Data Sets and Instructor Slides: Assign complete data sets from cases to student teams and u
  • Quick-Reference List: This descriptive list of online marketing resources, databases and web links i

More Details about Modern Marketing Research: Concepts, Methods And Cases 2nd Edition

General Information  
Author(s)Feinberg and F M and Kinnear and T
PublisherCengage Learning
Publish YearMarch 2013