Market Research and Analysis

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: defining the objective, designing a research strategy, gathering data and information, analyzing data and information, presenting findings, and acting on findings.

BRIEF TABLE OF CONTENTS
1: The Purpose of Market Research. 2: Market Research Ethics. 3: Defining the Research Objective. 4: Secondary Research Methods. 5: Quantitative Primary Research. 6: Qualitative Primary Research. 7: Survey Development. 8: Sampling Techniques. 9: Survey Distribution. 10: Data Analysis Tools and Descriptive Statistics. 11: Data Analysis-Hypothesis Testing. 12: Data Analysis-Inferential Statistics. 13: Communicating Results. Index.

ABOUT THE AUTHOR
Marcus 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 has several books and peer-reviewed papers published.