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.
Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.
Mercedes Esteban-Bravo is a Professor of Marketing and Market Research at the Department of Business Administration and Director of Master's degree in Marketing at Universidad Carlos III de Madrid. She is a quantitative researcher connecting operations research/management science and marketing. Her research has been published in academic journals such as Marketing Science, International Journal of Research in Marketing, Marketing Letters, Journal of Advertising, Technological Forecasting and Social Change, European Journal of Operational Research, Journal of the Operational Research Society, and Statistics and Computing, among others. She is a life member of Clare Hall, University of Cambridge. Jose M. Vidal-Sanz is a Professor of Marketing and Market Research at the Department of Business Administration of Universidad Carlos III de Madrid. His research has dealt with analytical research methods and their applications to marketing and business economics. He has published in journals such as Marketing Science, International Journal of Research in Marketing, Marketing Letters, Journal of Advertising, Technological Forecasting and Social Change Annals of the Institute of Statistical Mathematics, Bernoulli, European Journal of Operational Research, Statistics and Computing, among others. He is a life member of Clare Hall College, University of Cambridge.
'Mercedes and Jose have written a comprehensive and modern book on
marketing research methods that covers classical approaches as well
as new methods such as machine learning and artificial
intelligence. Using real-life examples and case studies, the book
illustrates complex methods with great clarity. It is a highly
valuable resource for all teachers, students, and practitioners of
market research.' Sunil Gupta, Harvard Business School, University
of Harvard
'This book is an amazing combination of traditional and newer
topics presented in an accessible style filled with examples. I
especially liked the coverage of new topics like machine learning
and the discussions of issues like causality. A wonderful resource
for teachers, students, and practitioners.' Donald R. Lehmann,
Columbia Business School, Columbia University
'The depth, breadth, and relevance of the work presented make the
book unique, and a must-have as a key reference in advanced social
and marketing research methods.' Mesfin Habtom, London Metropolitan
University, UK
'Excellent and solidly founded guide for practitioners and scholars
to develop social and market research. From the definition of
objectives, through the compilation and analysis of qualitative and
quantitative information, to the reporting of results and
conclusions, a rigorous, advanced, as well as comprehensible
description of most relevant modern processes and techniques
involved in market research is provided.' Óscar González-Benito,
Universidad de Salamanca
'Due to the increasing number of data sources to which companies
have access, marketing and marketing research are changing
fundamentally. Marketing managers and marketing researchers need to
have extensive knowledge not only of traditional market research
methods but also of the latest quantitative and qualitative
methods. Mercedes Esteban-Bravo and Jose M. Vidal-Sanz present and
summarize in this book - in a very intuitive, comprehensive, and
applied way - traditional and newest methods of market research.
Specifically, the authors manage to bridge the gap between
traditional methods, such as regression analysis, and machine
learning and artificial intelligence. Complex methods of
computational statistics, machine learning, and artificial
intelligence are illustrated in real-world examples. The wide range
of methods and the way they are presented make this book a must for
anyone interested in how companies can create value from (large)
data available for various marketing purposes.' Florian Stahl,
University of Mannheim
'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
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