Mercedes Esteban-Bravo

Marketing Research Methods (eBook, PDF)

Quantitative and Qualitative Approaches

• Format: PDF

Produktbeschreibung

Covering both quantitative and qualitative methods, this book examines the breadth of modern market research methods for upper level students across business schools and social science faculties. Modern and trending topics including social networks, machine learning, big data, and artificial intelligence are addressed and real world examples and case studies illustrate the application of the methods. This text examines potential problems, such as researcher bias, and discusses effective solutions in the preparation of research reports and papers, and oral presentations. Assuming no prior knowledge of statistics or econometrics, discrete chapters offer a clear introduction to both, opening up the quantitative methods to all students. Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners. Online resources include extensive chapter bibliographies, lecture slides, an instructor guide and extra extension material and questions.

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Produktdetails

• Verlag: Cambridge University Press
• Erscheinungstermin: 28. Januar 2021
• Englisch
• ISBN-13: 9781108890656
• Artikelnr.: 66181327

Autorenporträt

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.

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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