Marketing Research by Carl Mcdaniel Jr

Marketing Research by Carl Mcdaniel Jr

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.

SKU	Unavailable
ISBN 13	9781119716310
ISBN 10	1119716314
Title	Marketing Research
Author	Carl Mcdaniel
Condition	Unavailable
Binding Type	Paperback
Publisher	John Wiley And Sons Inc
Year published	2021-03-25
Number of pages	432
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.