Marketing Research Methods
Quantitative and Qualitative Approaches
Mercedes Esteban-Bravo, Universidad Carlos III de Madrid, Jose M.
Vidal-Sanz, Universidad Carlos III de Madrid
Publication date
Digital publication date: 15 January 2021
Physical publication date: 28 January 2021
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synthesis of the recent literature as well as key historical references,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.
Find out more
View resources
Key features
Provides students with higher-level and comprehensive examination of all methods in the field,
including recent innovations such as, social networks, machine learning, big data, and artificial
intelligence, and contextualises developments in market research from all social sciences
Illustrates methods and connects theory with practice through multiple examples and case
studies that show students real-world application, and prepares them for practice by
discussing the preparation of research reports, papers, and oral presentations, and examining
the effect of researcher bias on reading and interpreting research findings
Written to be accessible to students with an intermediate level of algebra and calculus, or a
non-finance background, self-contained chapters on statistical and econometric market
research tools clearly and comprehensively explain the quantifiable methods of market
research
To allow students to engage with the broader academic field, multiple references for each
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updated since generation.
Resources
There are 3 free resources and 54 Instructor restricted resources available for this book. Go to
the resources page
About the book
Subjects: Business and Management, Marketing
Format: Hardback , Price: US$178.00
Publication date: 28 January 2021, ISBN: 9781108834988
Format: Paperback , Price: US$79.00
Publication date: 28 January 2021, ISBN: 9781108792691
Format: Digital , Price: US$79.00
Publication date: 15 January 2021, ISBN: 9781108874748
https://doi.org/10.1017/9781108874748
Contents
Part I - Research Methods
1 - Introduction to Social and Marketing Research
10 - Multivariate Statistics and Econometrics
Part IV - Quantitative Data Collection
Part II - Qualitative Methods
2 - Qualitative Research Based on Direct Questioning
11 - Quantitative Measurement
12 - Sampling Methods
3 - Indirect Questioning in Qualitative Research
4 - Observation Methods
13 - Survey and Questionnaire Design
14 - Experimental Research
Part III - Quantitative Data Analysis
5 - Uncertainty and Probability
Part V - Research Planning and Reporting
15 - Planning Social Research
6 - Statistical Analysis I: Parameters and Estimation
7 - Statistical Analysis II: Confidence Regions and Hypothesis
Testing
16 - Reporting Social and Market Research Studies
17 - Afterword
Index
8 - Regression Analysis I: General Linear Model
9 - Regression Analysis II: Flexible Methods and Machine
Learning
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updated since generation.
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