Description: Marketing Research Methods: Quantitative and Qualitative ApproachesMercedes Esteban-Bravo, Jose M. Vidal-Sanz Cambridge University Press Paperback Unused and unread, cosmetic imperfections such as scuffs, creases or knocks. Stamped 'damaged' by publisher to a non-text page. EAN: 9781108792691 Published 28/01/2021 Language: English 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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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. 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. DispatchIn stock here - same-day dispatch from England. My SKU: 3280052RefundsNo-hassle refunds are always available if your book is not as expected.Terms and Conditions of SaleSorry - no collections. All sales are subject to extended Terms and Conditions of Sale as well as the Return Policy and Payment Instructions. Visit my eBay Store for details andmany more books. Template layout and design, "JNC Academic Books", "needbooks", Copyright © JNC INC. Designated trademarks, layouts and brands are the property of their respective owners. All Rights Reserved.
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Title: Marketing Research Methods: Quantitative and Qualitative Approach
ISBN: 1108792693
Pages: 882
Item Height: 245mm
Item Width: 187mm
Author: Mercedes Esteban-Bravo, Jose M. Vidal-Sanz
Publication Name: Marketing Research Methods: Quantitative and Qualitative Approaches
Format: Paperback
Language: English
Publisher: Cambridge University Press
Subject: Classical Studies, Marketing
Publication Year: 2021
Type: Textbook
Item Weight: 1870g
Number of Pages: 882 Pages
