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Cambridge University Press Marketing Research Methods: Quantitative and Qualitative Approaches

Name: Marketing Research Methods: Quantitative and Qualitative Approaches
Brand: Cambridge University Press
Price: 45.01 GBP
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Description

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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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.

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Marketing Research Methods: Quantitative And Qualitative Approaches

Product Type: Abis Book

Brand: Cambridge University Press

Product Specifications

Brand: Cambridge University Press
Format: Paperback
ASIN: 1108792693
Category: Books > Subjects > Business, Finance & Law > Management
Domain: Amazon UK
Publication Date: 28 January 2021
Listed Since: 19 August 2020

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Cambridge University Press Marketing Research Methods: Quantitative and Qualitative Approaches

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