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Modern Marketing Research: Concepts, Methods and Cases

Modern Marketing Research: Concepts, Methods and Cases
Books from same Publisher: Cengage

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Description

Descriptive and analytical, "Modern Marketing Research: Concepts, Methods, and Cases, 2E, International 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, 2E, International 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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General Information
Author(s)Fred M Feinberg and James Taylor and Thomas Kinnear
PublisherCengage
Edition2
ISBN9781133191025
Pages720
BindingPaperback
LanguageEnglish
Publish YearJanuary 2012
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