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Marketing Research, Twelfth Edition

Name: Marketing Research, Twelfth Edition
Brand: John Wiley & Sons Inc
SKU: 36537145
Price: 157.32 EUR
Availability: InStock
Author: Carl McDaniel
ISBN: 9781119716310

Carl McDaniel

Roger Gates

Língua

Inglês

Livro Capa mole

Código Libristo: 36537145

Editoras John Wiley & Sons Inc, março 2021

Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market re... Descrição completa

Código Libristo: 36537145

381 b

157.32 €

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Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approach--grounded in the authors' 50 years' combined experience in the marketing research industry--features real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketing research is gathered and used in the real world. Detailed yet accessible chapters examine topics including marketing intelligence, problem definition and exploratory research, big data and data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams.