Market Research and Analysis : Methods, Design and Data

GONCALVES, MARCUS

De Gruyter（2024/12発売）

De Gruyter（2024/12発売）

• 製本 Hardcover:ハードカバー版／ページ数 250 p.
• 言語 ENG
• 商品コード 9781501522888

Full Description

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.

Contents

1: 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