This textbook offers an affordable comprehensive 'no frills¿ overview of both the qualitative and quantitative research methods available to marketing researchers, with a special emphasis on online tools, techniques and technology, social media and the general impact of the digital environment on research methodology.
This textbook offers an affordable comprehensive 'no frills¿ overview of both the qualitative and quantitative research methods available to marketing researchers, with a special emphasis on online tools, techniques and technology, social media and the general impact of the digital environment on research methodology. Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Professor Phil Harris is Professor Emeritus at the University of Chester and was previously Executive Director of the Business Research Institute and held the Westminster (Grosvenor) Chair in Marketing and Public Affairs. He is a past Chairman of the Marketing Council (UK) PLC, Board member of the Chartered Institute of Marketing, Professor of Marketing at the University of Otago, New Zealand and Founding Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University. Prior to becoming an academic he held positions in the international chemical, and foods industries with ICI and RHM and has chaired or been a board member of the American Marketing Association, Academy of Marketing, and the Australian and New Zealand Marketing Academy. He has advised government on Medium Sized Businesses and Small Business and helped found the Educate North Awards in 2015 and University Enterprise Challenge in 2016 and is very focused on developing high quality entrepreneurs regionally and internationally both in the not for profit, private and public sectors.
Inhaltsangabe
PHILOSOPHY, PARADIGM AND ETHICS Philosophy, Paradigms and Ethics Research Proposal and Literature Review Sampling and Recruitment Methods Validity, Bias, Errors, Reliability and Accuracy Mixed Methodology, Triangulation and Meta-Analysis ONLINE DATA COLLECTION METHODS Types of Online Data and Collection Methods Online Interviews and Online Focus Group Discussions Case Study and Online Observation Online Survey Questionnaires USING QUALITATIVE ANALYSIS TO ANALYSE ONLINE DATA Textual and Discourse Analyses Thematic Analysis and Grounded Theory (GT) Netnography (Online Ethnography) Storytelling and Narrative Analysis Projective Techniques USING QUANTITATIVE ANALYSIS TO ANALYSE ONLINE DATA AND GOOGLE ANALYTICS Mann Whitney U-test and Wilcoxon Rank-Sum Test Chi-Square, Kolmogorov-Smirnov and McNemar Change tests Multivariate Analysis of Variance and Covariance (MANOVA and MANCOVA) Linear and Non-Linear Regression Analyses Factor Analysis (FA) Discriminant Function Analysis (DFA) Logistic Regression Conjoint Analysis (CA) Dummy Variable (DV) Models Structural Equation Modelling (SEM)
PHILOSOPHY, PARADIGM AND ETHICS Philosophy, Paradigms and Ethics Research Proposal and Literature Review Sampling and Recruitment Methods Validity, Bias, Errors, Reliability and Accuracy Mixed Methodology, Triangulation and Meta-Analysis ONLINE DATA COLLECTION METHODS Types of Online Data and Collection Methods Online Interviews and Online Focus Group Discussions Case Study and Online Observation Online Survey Questionnaires USING QUALITATIVE ANALYSIS TO ANALYSE ONLINE DATA Textual and Discourse Analyses Thematic Analysis and Grounded Theory (GT) Netnography (Online Ethnography) Storytelling and Narrative Analysis Projective Techniques USING QUANTITATIVE ANALYSIS TO ANALYSE ONLINE DATA AND GOOGLE ANALYTICS Mann Whitney U-test and Wilcoxon Rank-Sum Test Chi-Square, Kolmogorov-Smirnov and McNemar Change tests Multivariate Analysis of Variance and Covariance (MANOVA and MANCOVA) Linear and Non-Linear Regression Analyses Factor Analysis (FA) Discriminant Function Analysis (DFA) Logistic Regression Conjoint Analysis (CA) Dummy Variable (DV) Models Structural Equation Modelling (SEM)
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