Marketing research methods : quantitative and qualitative approaches
著者
書誌事項
Marketing research methods : quantitative and qualitative approaches
Cambridge University Press, 2021
- : pbk
大学図書館所蔵 件 / 全4件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references and index
内容説明・目次
内容説明
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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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.
目次
- 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.
「Nielsen BookData」 より
