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Marketing Research Methods

Quantitative and Qualitative Approaches

Mercedes Esteban-Bravo, Universidad Carlos III de Madrid, Jose M. Vidal-Sanz, Universidad Carlos III de Madrid


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.…

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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

About the book

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