Market Research and Analysis

Methods, Design and Data

MARCUS GONCALVES

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Hardback

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English

De Gruyter
16 August 2024

Business studies: general; Sales & marketing management; Market research

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.

By: MARCUS GONCALVES
Imprint: De Gruyter
Country of Publication: United States
Dimensions: Height: 170mm, Width: 220mm,
Weight: 375g
ISBN: 9781501522888
ISBN 10: 1501522884
Pages: 250
Publication Date: 16 August 2024
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

1: The Purpose of Market Research2: 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

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.