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Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.
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Über die Autorinnen und Autoren
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.
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Marketing Research Methods: Quantitative and Qualitative Approaches
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Cambridge University Press, 2021
ISBN 10: 1108834981
ISBN 13: 9781108834988
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Marketing Research Methods: Quantitative and Qualitative Approaches
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Marketing Research Methods: Quantitative and Qualitative Approaches
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Marketing Research Methods (Hardcover)
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Hardcover. Zustand: new. Hardcover. 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. Covering both quantitative and qualitative market research methods and including rigorous academic theory, this book explains the breadth of modern methods for upper level business and social science students. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Bestandsnummer des Verkäufers 9781108834988
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Marketing Research Methods: Quantitative and Qualitative Approaches
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Marketing Research Methods : Quantitative and Qualitative Approaches
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ISBN 10: 1108834981
ISBN 13: 9781108834988
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