Modern Marketing Research: Concepts, Methods, And Cases

ISBN 13: 9780759391710

Referencia: 7705

Editorial: Cengage Learning

AUTOR: FEINBERG - KINNEAR - TAYLOR

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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 stepbystep 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 stateoftheart techniques like Hierarchical Bayes models, Heterogeneity and Sample Selection. Over 40 uptodate cases help illustrate how marketing research projects are conceptualized and carried out in the real world.

AUTOR: FEINBERG - KINNEAR - TAYLOR

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