Broschiertes Buch

Quantitative Research Methods in Consumer Psychology

Contemporary and Data Driven Approaches

Herausgegeben: Hackett, Paul

Beschreibung

Quantitative consumer research has long been the backbone of consumer psychology producing insights with peerless validity and reliability. This new book addresses a broad range of approaches to consumer psychology research along with developments in quantitative consumer research. Experts in their respective fields offer a perspective into this rapidly changing discipline of quantitative consumer research. The book focuses on new techniques as well as adaptations of traditional approaches and addresses ethics that relate to contemporary research approaches.

The text is appropriate for use with university students at all academic levels. Each chapter provides both a theoretical grounding in its topic area and offers applied examples of the use of the approach in consumer settings. Exercises are provided at the end of each chapter to test student learning. Topics covered are quantitative research techniques, measurement theory and psychological scaling, mappingsentences for planning and managing research, using qualitative research to elucidate quantitative research findings, big data and its visualization, extracting insights from online data, modeling the consumer, social media and digital market analysis, connectionist modeling of consumer choice, market sensing and marketing research, preparing data for analysis;, and ethics. The book may be used on its own as a textbook and may also be used as a supplementary text in quantitative research courses.

Autor

Paul M. W. Hackett's main area of research is in the theory and application of categorical ontologies. Paul has developed the qualitative or philosophical facet theory approach. He has almost 200 publications, including 10 books. Paul is a visiting professor of at the Universities of Suffolk and Gloucestershire, a visiting researcher in psychology at Cambridge University and teaches at Emerson College. .

Produktdetails

• Verlag: Routledge / Taylor & Francis
• Seitenzahl: 440
• Erscheinungstermin: 10. Dezember 2018
• Englisch
• Abmessung: 229mm x 152mm x 24mm
• Gewicht: 633g
• ISBN-13: 9781138182721
• ISBN-10: 1138182729
• Artikelnr.: 54093404

Rezensionen

"Quantitative Research Methods in Consumer Psychology" is an essential book for those interested in understanding current, effective, and most of all relevant methods for quantitative consumer research. The examples used are clear and detailed, and they give the reader, of any level, a better understanding of how to improve his or her research methods.

-Valdimar Sigurðsson, Reykjavik University, Iceland