Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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.
Inhaltsangabe
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.
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.
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.
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.
Rezensionen
'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
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