Marketing Research

Paul E Green

• 07 mei 2025
• 9781636514741

Samenvatting:

Marketing Research by Paul Green presents a comprehensive foundation for designing, conducting, and interpreting research that informs high-impact marketing decisions. Combining methodological rigor with practical relevance, this book equips students, analysts, and professionals with the tools to uncover insights that drive strategy.Green covers a wide array of techniques, including survey design, experimental research, sampling plans, multivariate analysis, and forecasting models. Unlike conventional texts, this book emphasizes the application of research to solve real marketing problems-such as brand tracking, advertising effectiveness, product positioning, and customer satisfaction.With a focus on bridging theory and practice, Marketing Research walks readers through every stage of the research process-from problem formulation to actionable recommendations. Case-based examples and clear frameworks guide readers in aligning research design with business objectives.This book is essential reading for marketing professionals, business students, and data-driven decision makers who want to master the art and science of transforming data into strategic value.