Marketing Research - Green, Paul E.; Publishers, Vibrant
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
Paul E. Green was Emeritus Professor of Marketing at The Wharton School, The University of Pennsylvania. Prof. Green was often called "the father of conjoint analysis," the powerful predictive statistical technique and backbone of market research. Conjoint analysis allows marketing managers to make accurate decisions about what products and services to sell-and helped make Green marketing's most cited author. The marketing discipline's familiarity with the utilization of Bayesian statistics, multidimensional scaling, clustering, and analysis of qualitative data are due in part to the pioneering works of Prof. Green. The most prolific of marketing scholars with 16 books and over 200 articles, his influence on the marketing discipline ranges far beyond his ground breaking inspired writings. As a creative researcher, he stimulated the design and implementation of numerous innovative studies for the solution of real-world problems. Prof. Green received all of the major marketing awards, including the Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award, and the Lifetime Achievement in Marketing Research Award. In 1996 the Journal of Marketing Research established the Paul E. Green Award for the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research. He passed away on September 21, 2012.