Market Research and Analysis: Methods, Design, and Data

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 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 conducting market 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.FEATURESProvides a general understanding of market research, what information it can provide, and how market and marketing managers can adequately use itExplains how to generate data and information by surveying and making observations of consumers and organizationsExamines the main types of sampling plans and their advantages and disadvantagesInvestigates various quantitative and qualitative research methods and techniques, through data gathered during market researchTABLE OF CONTENTS1: The Purpose of Market Research. 2: Market Research Ethics 3: Defining the Research Objective. 4: Secondary Research Methods 5: Quantitative Primary Research: Surveys, Data Mining, and Web Scraping 6: Qualitative Primary Research: Surveys, Focus Groups, Observation Studies. 7: Survey Development. 8: Sampling Techniques. 9: Survey Distribution. 10: Data Analytics Tools and Descriptive Statistics. 11: Data Analysis – Hypothesis Testing. 12: Data Analysis: Inferential Statistics. 13: Communicating Results. Index. ABOUT THE AUTHORMarcus Goncalves, Ph.D., Ed.D., is a Professor of the Practice and Coordinator of the Global Marketing Management program at Boston University MET and an international management consultant with over 30 years of experience in the U.S., Latin America, Europe, the Middle East, and Asia. He regularly lectures on market research methods at the graduate level and is heavily immersed in research in his field. He has several books and peer-reviewed papers published. Read more