Thomas, Maigen

A Hands-on Guide to Getting Industry-Recognized Experience

Practical UX

Fortino, Andres

Case Studies in Excel, R, and ChatGPT

Data Analysis for Business Decisions

Herman, Erik

Using Analytics and Case Studies

Data Science for Decision Makers

Kihlstrom, Greg

An Introduction

Marketing Measurement and Analytics

Boudreau, Paul

Applying Artificial Intelligence to Project Management

GONCALVES, MARCUS

Methods, Design and Data

Market Research and Analysis

Lamplugh, Mark

Concepts • Methods • Applications

The AI Marketing Playbook

Using AI in Marketing

Khan, Arshad

A Practical Guide to Successful Buying, Selling, and AI Risk Management

Navigating the Stock Market

Implementing Scrum in a Marketing Environment

Agile Marketing

Frontmatter

Contents

Preface

Acknowledgments

Chapter 1: The Purpose of Market Research

Chapter 2: Market Research Ethics

Chapter 3: Defining the Research Objective

Chapter 4: Secondary Research Methods

Chapter 5: Quantitative Primary Research: Surveys, Data Mining, and Web Scraping

Chapter 6: Qualitative Primary Research: Surveys, Focus Groups, and Observation Studies

Chapter 7: Survey Development

Chapter 8: Sampling Techniques

Chapter 9: Survey Distribution

Chapter 10: Data Analytics Tools and Descriptive Statistics

Chapter 11: Data Analysis — Hypothesis Testing

Chapter 12: Data Analysis: Inferential Statistics

Chapter 13: Communicating Results: Reporting Tools and Data Visualization

Appendix: Answers to Odd-Numbered Questions

Index

Companion Files.zip

This book provides a comprehensive discussion of market research and analysis, covering key concepts, process descriptions, qualitative and quantitative techniques for market research and data analysis, and application scenarios. Although it is not an academic textbook, it is geared toward business management professionals and graduate students who want to enhance their skills in addressing management decision problems (MDP) and test them for statistical significance.

This book provides a comprehensive discussion of market research and analysis, covering key concepts, process descriptions, qualitative and quantitative...

Format

Market Research and Analysis

Methods, Design and Data

MARCUS GONCALVES

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