Marketing Research Methods: Quantitative and Qualitative Approaches

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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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

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.

'Mercedes and Jose have written a comprehensive and modern book on marketing research methods that covers classical approaches as well as new methods such as machine learning and artificial intelligence. Using real-life examples and case studies, the book illustrates complex methods with great clarity. It is a highly valuable resource for all teachers, students, and practitioners of market research.' Sunil Gupta, Harvard Business School, University of Harvard 'This book is an amazing combination of traditional and newer topics presented in an accessible style filled with examples. I especially liked the coverage of new topics like machine learning and the discussions of issues like causality. A wonderful resource for teachers, students, and practitioners.' Donald R. Lehmann, Columbia Business School, Columbia University 'The depth, breadth, and relevance of the work presented make the book unique, and a must-have as a key reference in advanced social and marketing research methods.' Mesfin Habtom, London Metropolitan University, UK 'Excellent and solidly founded guide for practitioners and scholars to develop social and market research. From the definition of objectives, through the compilation and analysis of qualitative and quantitative information, to the reporting of results and conclusions, a rigorous, advanced, as well as comprehensible description of most relevant modern processes and techniques involved in market research is provided.' Oscar Gonzalez-Benito, Universidad de Salamanca 'Due to the increasing number of data sources to which companies have access, marketing and marketing research are changing fundamentally. Marketing managers and marketing researchers need to have extensive knowledge not only of traditional market research methods but also of the latest quantitative and qualitative methods. Mercedes Esteban-Bravo and Jose M. Vidal-Sanz present and summarize in this book - in a very intuitive, comprehensive, and applied way - traditional and newest methods of market research. Specifically, the authors manage to bridge the gap between traditional methods, such as regression analysis, and machine learning and artificial intelligence. Complex methods of computational statistics, machine learning, and artificial intelligence are illustrated in real-world examples. The wide range of methods and the way they are presented make this book a must for anyone interested in how companies can create value from (large) data available for various marketing purposes.' Florian Stahl, University of Mannheim 'Proliferation of data has provided numerous opportunities for marketing professionals to transform their businesses. Esteban-Bravo and Vidal-Sanz provide managers, policymakers, and scholars with an excellent roadmap that helps them to understand the old, the modified, and the new research methods. These methods are necessary to transform data from the market into insights and, in turn, value for consumers, firms, and society.' Oded Koenigsberg, London Business School