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Chapter 1: The Purpose of Market Research
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Chapters in this book
- Frontmatter i
- Contents vii
- Preface xv
- Acknowledgments xxi
- Chapter 1: The Purpose of Market Research 1
- Chapter 2: Market Research Ethics 23
- Chapter 3: Defining the Research Objective 49
- Chapter 4: Secondary Research Methods 71
- Chapter 5: Quantitative Primary Research: Surveys, Data Mining, and Web Scraping 95
- Chapter 6: Qualitative Primary Research: Surveys, Focus Groups, and Observation Studies 121
- Chapter 7: Survey Development 139
- Chapter 8: Sampling Techniques 161
- Chapter 9: Survey Distribution 189
- Chapter 10: Data Analytics Tools and Descriptive Statistics 215
- Chapter 11: Data Analysis — Hypothesis Testing 247
- Chapter 12: Data Analysis: Inferential Statistics 265
- Chapter 13: Communicating Results: Reporting Tools and Data Visualization 279
- Appendix: Answers to Odd-Numbered Questions 315
- Index 325
Chapters in this book
- Frontmatter i
- Contents vii
- Preface xv
- Acknowledgments xxi
- Chapter 1: The Purpose of Market Research 1
- Chapter 2: Market Research Ethics 23
- Chapter 3: Defining the Research Objective 49
- Chapter 4: Secondary Research Methods 71
- Chapter 5: Quantitative Primary Research: Surveys, Data Mining, and Web Scraping 95
- Chapter 6: Qualitative Primary Research: Surveys, Focus Groups, and Observation Studies 121
- Chapter 7: Survey Development 139
- Chapter 8: Sampling Techniques 161
- Chapter 9: Survey Distribution 189
- Chapter 10: Data Analytics Tools and Descriptive Statistics 215
- Chapter 11: Data Analysis — Hypothesis Testing 247
- Chapter 12: Data Analysis: Inferential Statistics 265
- Chapter 13: Communicating Results: Reporting Tools and Data Visualization 279
- Appendix: Answers to Odd-Numbered Questions 315
- Index 325
