Modern Marketing Research: Concepts, Methods, and Cases

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

ISBN 10: 1133188966 / ISBN 13: 9781133188964

Published by South-Western Pub, 2012

Former library book; Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G1133188966I3N10

Synopsis:

Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from project design and data collection to analyzing findings with statistical methods and preparing the final report. Making sense of complex marketing data, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give you an in-depth perspective of marketing research and its applications in the real world.

About the Author: Fred M. Feinberg is Professor of Marketing at the Ross School of Business, University of Michigan. Previously a faculty member at Duke University's Fuqua School of Business and the University of Toronto's Rotman School of Management, he has taught project-oriented Marketing Research for the last two decades. Dr. Feinberg's research centers on decision-making behaviors, advertising models, and consumer variety seeking. He is Associate Editor at Marketing Science and the Journal of Marketing Research, Senior Editor for Marketing at Production and Operations Management, and has published two other texts: Marketing Engineering and Statistical Methods for Management. He holds undergraduate degrees in Mathematics and Philosophy from the Massachusetts Institute of Technology, did graduate work in Mathematics at Cornell University, and received a Ph.D. in Management from the M.I.T. Sloan School of Management.

Bibliographic Details

Title: Modern Marketing Research: Concepts, Methods...
Publisher: South-Western Pub
Publication Date: 2012
Binding: Paperback
Condition: Good
Dust Jacket Condition: No Jacket
Edition: 2nd Edition