Book
Licensed
Unlicensed
Requires Authentication
Market Research and Analysis
Methods, Design and Data
-
MARCUS GONCALVES
Language:
English
Published/Copyright:
2024
About this book
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.
Author / Editor information
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.
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.
Topics
|
Publicly Available Download PDF |
i |
|
Publicly Available Download PDF |
vii |
|
Publicly Available Download PDF |
xv |
|
Publicly Available Download PDF |
xxi |
|
Requires Authentication Unlicensed Licensed Download PDF |
1 |
|
Requires Authentication Unlicensed Licensed Download PDF |
23 |
|
Requires Authentication Unlicensed Licensed Download PDF |
49 |
|
Requires Authentication Unlicensed Licensed Download PDF |
71 |
|
Requires Authentication Unlicensed Licensed Download PDF |
95 |
|
Requires Authentication Unlicensed Licensed Download PDF |
121 |
|
Requires Authentication Unlicensed Licensed Download PDF |
139 |
|
Requires Authentication Unlicensed Licensed Download PDF |
161 |
|
Requires Authentication Unlicensed Licensed Download PDF |
189 |
|
Requires Authentication Unlicensed Licensed Download PDF |
215 |
|
Requires Authentication Unlicensed Licensed Download PDF |
247 |
|
Requires Authentication Unlicensed Licensed Download PDF |
265 |
|
Requires Authentication Unlicensed Licensed Download PDF |
279 |
|
Requires Authentication Unlicensed Licensed Download PDF |
315 |
|
Requires Authentication Unlicensed Licensed Download PDF |
325 |
Publishing information
Pages and Images/Illustrations in book
eBook published on:
September 3, 2024
eBook ISBN:
9781501520020
Hardcover published on:
August 16, 2024
Hardcover ISBN:
9781501522888
Pages and Images/Illustrations in book
Front matter:
10
Main content:
240
Illustrations:
60
Safety & product resources
-
Manufacturer information:
Walter de Gruyter GmbH
Genthiner Straße 13
10785 Berlin
productsafety@degruyterbrill.com
