This book offers an in-depth exploration of market research and analysis, guiding readers through the entire process from defining research objectives to communicating results. Begin by understanding the purpose and ethics of market research, laying a strong groundwork for your studies. Progress to defining precise research objectives and exploring secondary research methods to gather existing information.

Next, engage with primary research methods, focusing on both quantitative and qualitative approaches. Learn how to develop and distribute surveys, choose the right sampling techniques, and utilize tools for data mining and web scraping. Gain insights into focus groups and observation studies, understanding how these qualitative methods can provide depth to your research.

Finally, master the art of data analysis and result communication. Explore descriptive statistics, hypothesis testing, and inferential statistics to make sense of your data. Learn to effectively present your findings to stakeholders, ensuring your research translates into actionable insights. By the end of the course, you will be well-equipped to conduct thorough market research and communicate your results effectively.

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Spis treści

Market Research and Analysis. Mastering Market Research: Advanced Methods, Design, and Data Analysis eBook -- spis treści

• 1. The Purpose of Market Research
• 2. Market Research Ethics
• 3. Defining the Research Objective
• 4. Secondary Research Methods
• 5. Quantitative Primary Research: Surveys, Data Mining, and Web Scraping
• 6. Qualitative Primary Research: Surveys, Focus Groups, Observation Studies
• 7. Survey Development
• 8. Sampling Techniques
• 9. Survey Distribution
• 10. Data Analytics Tools and Descriptive Statistics
• 11. Data Analysis – Hypothesis Testing
• 12. Data Analysis: Inferential Statistics
• 13. Communicating Results: Reporting Tools and Data Visualization