Requires Authorization
Market Research and Analysis
Methods, Design and Data
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
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