| Author | : Mercedes Esteban-Bravo |
| Publisher | : Cambridge University Press |
| Total Pages | : 883 |
| Release | : 2021-01-28 |
| Genre | : Business & Economics |
| ISBN | : 1108834981 |
Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.
| Author | : David Carson |
| Publisher | : SAGE |
| Total Pages | : 255 |
| Release | : 2001-02-01 |
| Genre | : Business & Economics |
| ISBN | : 1446234983 |
As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.
| Author | : Alison Lawson |
| Publisher | : Routledge |
| Total Pages | : 497 |
| Release | : 2016-09-13 |
| Genre | : Business & Economics |
| ISBN | : 1317550374 |
Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This book, the first text dedicated to the topic, explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods which facilitate innovative research design, and achieves deep insights into the mindsets of consumers. The methods explored in this book include: emotional scaling ; discourse analysis; consumer ethnography; social media networks; narrative and story telling; gamification. With a wealth of case studies and pedagogy to aid student learning, as well as online teaching aids including PowerPoint presentations and video content, this ground-breaking textbook is an essential resource for anyone that wants to expand their repertoire of marketing research methods to create a research project that will be original and insightful.
| Author | : Martin Eisend |
| Publisher | : Springer |
| Total Pages | : 242 |
| Release | : 2019-03-01 |
| Genre | : Business & Economics |
| ISBN | : 3030107949 |
This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors explain the foundations in philosophy of science and the various methodological approaches to readers who are working empirically with the purpose of developing and testing theories in marketing. The primary target group of the book are graduate students and PhD students who are preparing their empirical research projects, e.g. for a master thesis or a dissertation.
| Author | : G. Scott Erickson |
| Publisher | : Edward Elgar Publishing |
| Total Pages | : 283 |
| Release | : 2017-10-27 |
| Genre | : Business & Economics |
| ISBN | : 1786432692 |
New Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. This book can be used as a supplement to a traditional marketing research text or on its own.
| Author | : Christian Homburg |
| Publisher | : Springer |
| Total Pages | : 0 |
| Release | : 2021-12-03 |
| Genre | : Business & Economics |
| ISBN | : 9783319574110 |
In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.
| Author | : Ronald A. Nykiel |
| Publisher | : Psychology Press |
| Total Pages | : 383 |
| Release | : 2007 |
| Genre | : Hospitality industry |
| ISBN | : 0789034263 |
The final section explains market analysis planning and communications, including preparing a research-based business review and the effective presentation of research findings.
| Author | : Takhar-Lail, Amandeep |
| Publisher | : IGI Global |
| Total Pages | : 326 |
| Release | : 2014-08-31 |
| Genre | : Business & Economics |
| ISBN | : 1466663723 |
Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research. Market Research Methodologies: Multi-Method and Qualitative Approaches brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations. Focusing on vital concepts such as data validity, triangulation, and reliability, this book is a fundamental reference source for PhD students, graduate students, and academics within the business field who wish to understand how these methods can be employed to extract data from particular environments.
| Author | : Alison Lawson |
| Publisher | : Taylor & Francis |
| Total Pages | : 331 |
| Release | : 2016-09-13 |
| Genre | : Business & Economics |
| ISBN | : 1317550382 |
Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This book, the first text dedicated to the topic, explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods which facilitate innovative research design, and achieves deep insights into the mindsets of consumers. The methods explored in this book include: emotional scaling ; discourse analysis; consumer ethnography; social media networks; narrative and story telling; gamification. With a wealth of case studies and pedagogy to aid student learning, as well as online teaching aids including PowerPoint presentations and video content, this ground-breaking textbook is an essential resource for anyone that wants to expand their repertoire of marketing research methods to create a research project that will be original and insightful.
