Market Research and Analysis

Methods, Design and Data

Inbunden, Engelska, 2024

770 kr

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Beskrivning

This book 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. Although it is not an academic textbook, it is geared toward business management professionals and graduate students who want to enhance their skills in addressing management decision problems (MDP) and test them for statistical significance. Readers will appreciate the breadth and depth 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 how to conduct market research and solve business challenges. The structure of the book 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.

Produktinformation

Utgivningsdatum:2024-08-16
Mått:220 x 170 x 25 mm
Vikt:375 g
Format:Inbunden
Språk:Engelska
Antal sidor:250
Upplaga:24001
Förlag:De Gruyter
ISBN:9781501522888

Utforska kategorier

Projektledning inom Ekonomi och Ledarskap

Mer om författaren

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 Universityof Portugal & University of Saint Joseph in Macao, China S.A.R. Dr. Goncalves, an Associate Professor of thePractice and Coordinator of the Global Marketing Management program at Boston University MET, is aninternational market and business researcher centering most of his studies on internationalentrepreneurship and internationalization strategies, especially in Lusophone-Africa and frontier markets.His research focuses on the impact of local macroeconomic, cultural, and geopolitical contexts on theinternationalization strategies of these SMEs. He regularly lectures on market research methods at thegraduate level and is heavily immersed in research in his field, often collaborating with internationalresearch institutions.

Innehållsförteckning

1: The Purpose of Market Research2: Market Research Ethics3: Defining the Research Objective4: Secondary Research Methods5: Quantitative Primary Research: Surveys, Data Mining, and Web Scraping6: Qualitative Primary Research: Surveys, Focus Groups, Observation Studies7: Survey Development8: Sampling Techniques9: Survey Distribution10: Data Analytics Tools and Descriptive Statistics11: Data Analysis – Hypothesis Testing12: Data Analysis: Inferential Statistics13: Communicating Results