Mercedes Esteban-Bravo, Jose M. Vidal-Sanz

Broschiertes Buch

Marketing Research Methods

Quantitative and Qualitative Approaches

Beschreibung

Covering both quantitative and qualitative market research methods and including rigorous academic theory, this book explains the breadth of modern methods for upper level business and social science students.

Autor

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.

Produktdetails

• Verlag: Cambridge University Press
• Seitenzahl: 882
• Erscheinungstermin: 28. Januar 2021
• Englisch
• Abmessung: 247mm x 192mm x 52mm
• Gewicht: 1870g
• ISBN-13: 9781108792691
• ISBN-10: 1108792693
• Artikelnr.: 60172107

Rezensionen

'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