Modern Marketing Research: Concepts, Methods, and Cases - Brossura

Feinberg, Fred M.; Kinnear, Thomas C.; Taylor, James R.

Brossura

ISBN 10: 142662560X ISBN 13: 9781426625602

Casa editrice: Atomic Dog Pub Inc, 2007

Riassunto

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.

Su questo libro

Product Description

Book by Feinberg Fred M Kinnear Thomas Taylor James R

Dettagli dell'edizione

• Editore: Atomic Dog Pub Inc
• Data di pubblicazione: 2007
• Lingua: Inglese
• ISBN 10: 142662560X
• ISBN 13: 9781426625602
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 689
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile