Modern Marketing Research Concepts, Methods, and Cases (with Qualtrics Printed Access Card)
Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from More...
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List Price: $190.95
Publisher: Cengage South-Western
Size: 8.25" wide x 10.50" long x 0.75" tall
Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd 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, 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 you an in-depth perspective of marketing research and its applications in the real world.
THOMAS C. KINNEAR is Eugene Applebaum Professor of Entrepreneurial Studies & Professor of Marketing, Ross School of Business, University of Michigan, where he is also Executive Director of the Samuel Zell and Robert H. Lurie Institute for Entrepreneurial Studies. He holds an undergraduate and honorary LLD degree from Queenï¿½s University, Kingston, Ontario; an M.B.A. from Harvard University; and a Ph.D. in Business Administration from The University of Michigan.He previously held a faculty appointment at the University of Western Ontario and visiting appointments at Harvard University, Stanford University, and the European Management Institute (INSEAD) at Fontainebleau, France. His teaching and research interests are in the areas of marketing planning and marketing research. His research activity has resulted in publications in numerous scholarly journals, including the Journal of Marketing, Journal of Marketing Research, the Journal of Consumer Research, the Journal of Public Policy and Marketing, and the Journal of Business Research. He is former editor of the Journal of Marketing and founding editor of the Journal of Public Policy and Marketing.He is coauthor of Principles of Marketing (4th edition, Scott Foresman, 1995), Marketing Research: An Applied Approach (5th edition, McGraw-Hill, 1996), Promotional Strategy (9th edition, Pinnaflex, 2000), Cases in Marketing Manageï¿½ment (6th edition, McGraw Hill-Irwin, 1994), and simulations StratSimMarketing and PharmaSim (Interpretive Simulations, 2006).