Marketing Research Methods: Quantitative and Qualitative Approaches

ISBN-13: 9781108792691 / Angielski / Miękka / 2021 / 882 str.

Mercedes Esteban-Bravo; Jose Manuel Vidal-Sanz

Opis

Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.

Recenzje

'Mercedes and Jose have written a comprehensive and modern book on marketing research methods that covers classical approaches as well as new methods such as machine learning and artificial intelligence. Using real-life examples and case studies, the book illustrates complex methods with great clarity. It is a highly valuable resource for all teachers, students, and practitioners of market research.' Sunil Gupta, Harvard Business School, University of Harvard

Spis treści

Part I. Research Methods: 1. Introduction to Social and Marketing Research; Part II. Qualitative Methods: 2. Qualitative Research Based on Direct Questioning; 3. Indirect Questioning in Qualitative Research; 4. Observation Methods; Part III. Quantitative Data Analysis: 5. Uncertainty and Probability; 6. Statistical Analysis I: Parameters and Estimation; 7. Statistical Analysis II: Confidence Regions and Hypothesis Testing; 8. Regression Analysis I: General Linear Model; 9. Regression Analysis II: Flexible Methods and Machine Learning; 10. Multivariate Statistics and Econometrics; Part IV. Quantitative Data Collection: 11. Quantitative Measurement; 12. Sampling Methods; 13. Surveys and Questionnaires Design; 14. Experimental Research; Part V. Research Planning and Reporting: 15. Planning Social Research; 16. Reporting Social and Market Research Studies; 17. Afterword.

O autorze

Esteban-Bravo, Mercedes Mercedes Esteban-Bravo is a Professor of Marketing and Market Research at the Department of Business Administration and Director of Master's degree in Marketing at Universidad Carlos III de Madrid. She is a quantitative researcher connecting operations research/management science and marketing. Her research has been published in academic journals such as Marketing Science, International Journal of Research in Marketing, Marketing Letters, Journal of Advertising, Technological Forecasting and Social Change, European Journal of Operational Research, Journal of the Operational Research Society, and Statistics and Computing, among others. She is a life member of Clare Hall, University of Cambridge. Vidal-Sanz, Jose M. Jose M. Vidal-Sanz is a Professor of Marketing and Market Research at the Department of Business Administration of Universidad Carlos III de Madrid. His research has dealt with analytical research methods and their applications to marketing and business economics. He has published in journals such as Marketing Science, International Journal of Research in Marketing, Marketing Letters, Journal of Advertising, Technological Forecasting and Social Change Annals of the Institute of Statistical Mathematics, Bernoulli, European Journal of Operational Research, Statistics and Computing, among others. He is a life member of Clare Hall College, University of Cambridge.