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Marketing Research Methods : Quantitative and Qualitative Approaches. マーケティング研究方法－量的・質的アプローチ
・ISBN 978-1-108-83498-8 hard GB£ 131.00
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★★★
・ISBN 978-1-108-79269-1 paper GB£ 60.00
￥19,008.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
お気に入り
★★★
| 著者・編者 | Esteban-Bravo, Mercedes / Vidal-Sanz, Jose M., |
|---|---|
| 出版社 | (Cambridge U. Pr., UK) |
| 出版年月 | 2021.01 |
| ページ数 | 882 pp. |
| 言語 | ENG |
| ニュース番号 | ＜659-P2639 660-607＞ |
解説
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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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.