Market Research and Analysis: Methods, Design, and Data provides a comprehensive discussion of market research and analysis, covering key concepts, process descriptions, qualitative and quantitative techniques for market research and data analysis, and application scenarios. It is geared toward business management professionals and graduate students who want to enhance their skills in addressing management decision problems (MDP) and test results for statistical significance. Readers will appreciate the breadth anddepth of this subject, market research techniques, and how they are relevant to the business enterprise, whether it is a startup entrepreneurship or an established business organization. This book guides readers on conductingmarket research, developing and testing hypotheses, and solving business challenges. The structure is based on the six steps of the market research process: problem definition, development of an approach to the problem,research design formulation, fieldwork and data collection, data preparation, qualitative and quantitative analysis, statistical test of significance of results, report preparation, and presentation.
FEATURES:- Provides a general understanding of market research, what information it can provide, and how market and marketing managers can adequately use it
- Explains how to generate data and information by surveying and making observations of consumers and organizations
- Examines the main types of sampling plans and their advantages and disadvantages
- Investigates various quantitative and qualitative research methods and techniques, through data gathered during market research
Marcus Goncalves, Ph.D., Ed.D, Boston University, Metropolitan College. Marcus Goncalves is an international management consultant with over 30 years of experience in the U.S., Latin America, Europe, the Middle East, and Asia. He holds a doctorate in Educational Leadership (Ed.D.) from Boston University and a joint doctorate in International Business (Ph.D.) from the Catholic University of Portugal & University of Saint Joseph in Macao, China S.A.R. Dr. Goncalves, an Associate Professor of the Practice and Coordinator of the Global Marketing Management program at Boston University MET, is an international market and business researcher centering most of his studies on international entrepreneurship and internationalization strategies, especially in Lusophone-Africa and frontier markets. His research focuses on the impact of local macroeconomic, cultural, and geopolitical contexts on the internationalization strategies of these SMEs. He regularly lectures on market research methods at the graduate level and is heavily immersed in research in his field, often collaborating with international research institutions.
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