Market Research and Analysis: Methods, Design and Data - Hardcover

GONCALVES, MARCUS

 
9781501522888: Market Research and Analysis: Methods, Design and Data
Hardcover
ISBN 10: 1501522884 ISBN 13: 9781501522888
Verlag: Mercury Learning and Information, 2024

Inhaltsangabe

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.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorin bzw. den Autor

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

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Mercury Learning and Information
Erscheinungsdatum
2024
Sprache
Englisch
ISBN 10 
1501522884
ISBN 13 
9781501522888
Einband
Gebundene Ausgabe
Auflage
1
Anzahl der Seiten
250
Kontakt zum Hersteller
productsafety@degruyterbrill.com
productsafety@degruyterbrill.com

Genthiner Straße 13
Berlin
10785
Deutschland