Marketing Research Methods: Quantitative and Qualitative Approaches
Cambridge University Press, 1/28/2021
EAN 9781108792691, ISBN10: 1108792693
Paperback, 882 pages, 23.5 x 18.4 x 3.8 cm
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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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.