{"product_id":"marketing-research-methods-quantitative-and-qualitative-approaches-hardback-9781108834988","title":"Marketing Research Methods; Quantitative and Qualitative Approaches (Hardback) 9781108834988","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing Research Methods\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eQuantitative and Qualitative Approaches\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003eAcademically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eMercedes Esteban-Bravo (Author), Jose M. Vidal-Sanz (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781108834988, Cambridge University Press\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 28 January 2021\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e882 pages\u003cbr\u003e25.2 x 19.3 x 4.4 cm, 2.01 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e'Proliferation of data has provided numerous opportunities for marketing professionals to transform their businesses. Esteban-Bravo and Vidal-Sanz provide managers, policymakers, and scholars with an excellent roadmap that helps them to understand the old, the modified, and the new research methods. These methods are necessary to transform data from the market into insights and, in turn, value for consumers, firms, and society.' Oded Koenigsberg, London Business School\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eCovering 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePart I. Research Methods: 1. Introduction to Social and Marketing Research\u003cbr\u003e Part II. Qualitative Methods: 2. Qualitative Research Based on Direct Questioning\u003cbr\u003e 3. Indirect Questioning in Qualitative Research\u003cbr\u003e 4. Observation Methods\u003cbr\u003e Part III. Quantitative Data Analysis: 5. Uncertainty and Probability\u003cbr\u003e 6. Statistical Analysis I: Parameters and Estimation\u003cbr\u003e 7. Statistical Analysis II: Confidence Regions and Hypothesis Testing\u003cbr\u003e 8. Regression Analysis I: General Linear Model\u003cbr\u003e 9. Regression Analysis II: Flexible Methods and Machine Learning\u003cbr\u003e 10. Multivariate Statistics and Econometrics\u003cbr\u003e Part IV. Quantitative Data Collection: 11. Quantitative Measurement\u003cbr\u003e 12. Sampling Methods\u003cbr\u003e 13. Surveys and Questionnaires Design\u003cbr\u003e 14. Experimental Research\u003cbr\u003e Part V. Research Planning and Reporting: 15. Planning Social Research\u003cbr\u003e 16. Reporting Social and Market Research Studies\u003cbr\u003e 17. Afterword.\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Market research [\u003ca title=\"See our other books on Market research\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Market%20research%20%5BKJSM%5D%22\"\u003eKJSM\u003c\/a\u003e], Sales \u0026amp; marketing [\u003ca title=\"See our other books on Sales \u0026amp; marketing\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Sales%20\u0026amp;%20marketing%20%5BKJS%5D%22\"\u003eKJS\u003c\/a\u003e], Research methods: general [\u003ca title=\"See our other books on Research methods: general\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Research%20methods:%20general%20%5BGPS%5D%22\"\u003eGPS\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Cambridge University Press","offers":[{"title":"Default Title","offer_id":46266425213208,"sku":"9781108834988","price":178.99,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/products\/9781108834988i_e869e192-408e-44e3-a7a5-960925c83f5a.jpg?v=1696727225","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/marketing-research-methods-quantitative-and-qualitative-approaches-hardback-9781108834988","provider":"Freshly Printed Books","version":"1.0","type":"link"}