New Methods of Market Research and Analysis - Couverture souple

Erickson, G. Scott

 
9781789901054: New Methods of Market Research and Analysis
Couverture souple
ISBN 10 : 1789901057 ISBN 13 : 9781789901054
Editeur : Edward Elgar Publishing Ltd, 2019

Synopsis

New Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context.

Scott Erickson goes beyond the buzzwords to provide relevant explanations of the meaning and impact of both big data and analytics, placing them in context with traditional marketing research. His engaging subject matter focuses on the practical aspects of big data concepts, precisely defining and illustrating key concepts and providing illuminating real world examples. This approachable style enables marketers to understand what data scientists are doing with big data systems and analytics, giving them a taste of the capabilities of contemporary statistical software and its practical applications.

This book can be used as a supplement to a traditional marketing research text or on its own. It will serve as a key reference for graduate students and advanced undergraduates in marketing research, marketing analytics, or business intelligence courses as well as marketing professionals looking to stay up to date with current trends and have them explained in a context they understand.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

G. Scott Erickson, Professor of Marketing, School of Business, Ithaca College, US

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Edward Elgar Publishing Ltd
Date d'édition
2019
Langue
anglais
ISBN 10 
1789901057
ISBN 13 
9781789901054
Reliure
Broché
Nombre de pages
208
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9781786432681: New Methods of Market Research and Analysis

Edition présentée

ISBN 10 :  1786432684 ISBN 13 :  9781786432681
Editeur : Edward Elgar Publishing Ltd, 2017
Couverture rigide