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Sinopsis
Modern Marketing Research: Concepts, Methods and Cases is a comprehensive introduction to all the principal areas of marketing research practice. It treats marketing research design as an integrated process, and guides students through that process step-by-step using illustrative examples throughout. The book provides a uniquely detailed treatment of the analytic methods developed in the last decade to make sense of complex marketing data, including standard multivariate methods (e.g., Factor, Cluster and Conjoint Analyses, MDS, Logit Brand Choice Methods) as well as state-of-the-art techniques like Hierarchical Bayes models, Heterogeneity and Sample Selection. Over 40 up-to-date cases help illustrate how marketing research projects are conceptualized and carried out in the real world.
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Reseña del editor
Modern Marketing Research: Concepts, Methods and Cases is a comprehensive introduction to all the principal areas of marketing research practice. It treats marketing research design as an integrated process, and guides students through that process step-by-step using illustrative examples throughout. The book provides a uniquely detailed treatment of the analytic methods developed in the last decade to make sense of complex marketing data, including standard multivariate methods (e.g., Factor, Cluster and Conjoint Analyses, MDS, Logit Brand Choice Methods) as well as state-of-the-art techniques like Hierarchical Bayes models, Heterogeneity and Sample Selection. Over 40 up-to-date cases help illustrate how marketing research projects are conceptualized and carried out in the real world.
"Sobre este título" puede pertenecer a otra edición de este libro.
- EditorialAtomic Dog Pub
- Año de publicación2007
- ISBN 10 142662560X
- ISBN 13 9781426625602
- EncuadernaciónTapa blanda
- IdiomaInglés
- Número de edición1
- Número de páginas689
- Contacto del fabricanteno disponible
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Modern Marketing Research: Concepts, Methods, and Cases
Librería: The Book Spot, Sioux Falls, MN, Estados Unidos de America
Calificación del vendedor: 4 de 5 estrellas
Paperback. Condición: New. Nº de ref. del artículo: Abebooks553964
Cantidad disponible: 1 disponibles