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: $186.95
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.
FRED M. FEINBERG is Professor of Marketing at the Ross School of Business, University of Michigan. He holds undergraduate degrees in Mathematics and Philosophy from the Massachusetts Institute of Technology, did graduate work in Mathematics at Cornell University, and received a Ph.D. in Management from the MIT-Sloan School of Management. He was previously on the faculties of Duke Universityï¿½s Fuqua School of Business and the University of Torontoï¿½s Rotman School of Management. For the past two decades, he has taught project-oriented Marketing Research courses, on which much of this text is based, as well as Marketing Models and Statistical Methods for Management. His research concerns how people make choices in uncertain environments, particularly involving sequential choices among related items (such as brands in the same category), as well as models of advertising and consumer variety-seeking. He is Senior Editor for Marketing at Production and Operations Management and on the editorial boards of Marketing Science, Review of Marketing Science and Marketing Letters. In his spare time, he attempts to play classical piano music that will remain forever beyond his capabilities.