Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approach-grounded in the authors' 50 years' combined experience in the marketing research industry-features real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.

Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketing research is gathered and used in the real world. Detailed yet accessible chapters examine topics including marketing intelligence, problem definition and exploratory research, big data and data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams.

Book Information
ISBN 9781119716310
Author Carl McDaniel
Format Paperback
Page Count 432
Imprint John Wiley & Sons Inc
Publisher John Wiley & Sons Inc
Weight(grams) 680g
Dimensions(mm) 252mm * 201mm * 20mm