Marketing Research Methods: Quantitative and Qualitative Approaches [Minkštas viršelis]

'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.' Óscar Gonzįlez-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