Saurabh Bhattacharya is Senior Lecturer in Marketing at Newcastle University Business School, teaching Marketing Research and Research Methods modules. He was previously Assistant Professor at IBS Hyderabad, India. Arpita Agnihotri is Assistant Professor in Management at the School of Business Administration, Penn State Harrisburg, teaching modules including Business Strategy and HR Analytics and Organizational Learning. She has published research in the Journal of World Business and International Journal of Information Management.
Inhaltsangabe
Chapter 01: Introduction to Marketing Research; Chapter 02: Research Design I; Chapter 03: Research Design II; Chapter 04: Qualitative Research I; Chapter 05: Qualitative Research II; Chapter 06: Surveys; Chapter 07: Measurement and Scaling; Chapter 08: Questionnaire Design; Chapter 09: Introduction to Sampling; Chapter 10: Introduction to Descriptive Statistics and Test of Hypothesis; Chapter 11: ANOVA, ANCOVA; Chapter 12: MANCOVA; Chapter 13: Correlation; Chapter 14: Regression Analysis; Chapter 15: Exploratory Factor Analysis; Chapter 16: Hierarchical Cluster Analysis; Chapter 17: Neural Network Analysis; Chapter 18: Sentiment Analysis; Chapter 19: Big Data Analytics; Chapter 20: Artificial Intelligence and the Multiverse; Chapter 21: Marketing Research Report; Chapter 22: Ethics in Marketing Research
