Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approach—grounded in the authors' 50 years' combined experience in the marketing research industry—features real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.
Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketing research is gathered and used in the real world. Detailed yet accessible chapters examine topics including marketing intelligence, problem definition and exploratory research, big data and data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams.
Author: Carl McDaniel, Jr.,Roger Gates
Publisher: John Wiley & Sons
Publish Date: 2020-11-10
Edition: 12
ISBN: 1119716314
ISBN 13: 9781119716310
Dimension: Length: 7.901559 inches, Width: 0.799211 inches, Height: 9.901555 inches
Weight: Weight: 1.500025230648 pounds
Binding: Paperback
Pages: 432
Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approach—grounded in the authors' 50 years' combined experience in the marketing research industry—features real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.
Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketing research is gathered and used in the real world. Detailed yet accessible chapters examine topics including marketing intelligence, problem definition and exploratory research, big data and data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams.
Author: Carl McDaniel, Jr.,Roger Gates
Publisher: John Wiley & Sons
Publish Date: 2020-11-10
Edition: 12
ISBN: 1119716314
ISBN 13: 9781119716310
Dimension: Length: 7.901559 inches, Width: 0.799211 inches, Height: 9.901555 inches
Weight: Weight: 1.500025230648 pounds
Binding: Paperback
Pages: 432