Marketing Research Methods: Quantitative and Qualitative Approaches

ISBN-13: 9781108834988 / Angielski / Twarda / 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

'Proliferation of data has provided numerous opportunities for marketing professionals to transform their businesses. Esteban-Bravo and Vidal-Sanz provide managers, policymakers, and scholars with an excellent roadmap that helps them to understand the old, the modified, and the new research methods. These methods are necessary to transform data from the market into insights and, in turn, value for consumers, firms, and society.' Oded Koenigsberg, London Business School

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.