Publisher's Synopsis
This text aims to develop the marketing managers understanding of quantitative methods within the framework of marketing research. It is critical for marketing managers to be able to interpret and use quantitative marketing research in a meaningful way in order to support effective decision making. "Quantitative Methods for Marketing Decisions" has two broad objectives: firstly it presents a framework of quantitative marketing research to highlight the different sampling methodologies and processes that are used to gather quantitative marketing data. This will enable marketing managers to assess the validity of marketing findings derived from data produced from a quantitative sampling methodology. Secondly it highlights a range of exploratory descriptive data analysis and inferential analysis techniques which can be applied to marketing data gathered from surveys and in-company sources.;These techniques are explained within the framework of the marketing research methodology and illustrated with relevant marketing applications. Key features emphasise: the marketing decision support role of quantitative data analysis; how marketing research methodology impacts on data quality; the influence on data types on the choice of data analysis technique; all data analysis techniques are developed through practical marketing illustrations; problem-solving exercises. A minimal mathematical background is required to understand the material.
