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MARKETING RESEARCH METHODS. QUANTITATIVE AND QUALITATIVE APPROACHES
Título:
MARKETING RESEARCH METHODS. QUANTITATIVE AND QUALITATIVE APPROACHES
Subtítulo:
Autor:
ESTEBAN-BRAVO, M
Editorial:
CAMBRIDGE UNIVERSITY PRESS
Año de edición:
2021
ISBN:
978-1-108-79269-1
Páginas:
2021
80,60 €

 

Sinopsis

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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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.

Provides students with higher-level and comprehensive examination of all methods in the field, including recent innovations such as, social networks, machine learning, big data, and artificial intelligence, and contextualises developments in market research from all social sciences
Illustrates methods and connects theory with practice through multiple examples and case studies that show students real-world application, and prepares them for practice by discussing the preparation of research reports, papers, and oral presentations, and examining the effect of researcher bias on reading and interpreting research findings
Written to be accessible to students with an intermediate level of algebra and calculus, or a non-finance background, self-contained chapters on statistical and econometric market research tools clearly and comprehensively explain the quantifiable methods of market research
To allow students to engage with the broader academic field, multiple references for each



Table of Contents

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.