Modern Marketing Research: Concepts, Methods, and Cases
Book Summary:
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, 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.
ISBN’s: 9781133188964, 9781133191025, 9780759391710
Authors:
Fred M. Feinberg, Thomas Kinnear, James R. Taylor
