Chapter 1: The Purpose of Market Research

Marcus Goncalves

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Chapter 1: The Purpose of Market Research

Marcus Goncalves

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Mercury Learning and Information

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This chapter is in the book Market Research and Analysis

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Goncalves, Marcus. "Chapter 1: The Purpose of Market Research". Market Research and Analysis: Methods, Design and Data, Berlin, Boston: Mercury Learning and Information, 2024, pp. 1-22. https://doi.org/10.1515/9781501520020-003

Goncalves, M. (2024). Chapter 1: The Purpose of Market Research. In Market Research and Analysis: Methods, Design and Data (pp. 1-22). Berlin, Boston: Mercury Learning and Information. https://doi.org/10.1515/9781501520020-003

Goncalves, M. 2024. Chapter 1: The Purpose of Market Research. Market Research and Analysis: Methods, Design and Data. Berlin, Boston: Mercury Learning and Information, pp. 1-22. https://doi.org/10.1515/9781501520020-003

Goncalves, Marcus. "Chapter 1: The Purpose of Market Research" In Market Research and Analysis: Methods, Design and Data, 1-22. Berlin, Boston: Mercury Learning and Information, 2024. https://doi.org/10.1515/9781501520020-003

Goncalves M. Chapter 1: The Purpose of Market Research. In: Market Research and Analysis: Methods, Design and Data. Berlin, Boston: Mercury Learning and Information; 2024. p.1-22. https://doi.org/10.1515/9781501520020-003

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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

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https://doi.org/10.1515/9781501520020-003

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

Chapter 1: The Purpose of Market Research

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Chapters in this book

Chapters in this book