000			01712nam a22001937a 4500
999			_c4067 _d4067
005			20221205112310.0
008			221205b ||||| |||| 00| 0 eng d
020			_a9781108792691
082			_a658.80072 _bEST
100			_aEsteban-Bravo, Mercedes _99272
245			_aMarketing research methods: _bquantitative and qualitative approaches
260			_bCambridge University Press _aNew York _c2021
300			_axx, 862 p.
365			_aGBP _b49.99
520			_aDescription 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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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.
650			_aMarketing research--Methodology _94239
700			_aVidal-Sanz, Jose M. _910426
942			_2ddc _cBK