Internet Explorer 11 is being discontinued by Microsoft in August 2021.
If you have difficulties viewing the site on Internet Explorer 11 we
recommend using a different browser such as Microsoft Edge, Google
Chrome, Apple Safari or Mozilla Firefox.
Last updated 09/07/24: Online ordering is currently unavailable due to technical issues. We apologise for any delays responding to customers while we resolve this. For further updates please visit our website https://www.cambridge.org/news-and-insights/technical-incident
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.…
Provides students with higher-level and comprehensive examination of all methods in the field, including recent innovations such as, social networks, machine learning, big data, and artificial intelligence, and contextualises developments in market research from all social sciences
Illustrates methods and connects theory with practice through multiple examples and case studies that show students real-world application, and prepares them for practice by discussing the preparation of research reports, papers, and oral presentations, and examining the effect of researcher bias on reading and interpreting research findings
Written to be accessible to students with an intermediate level of algebra and calculus, or a non-finance background, self-contained chapters on statistical and econometric market research tools clearly and comprehensively explain the quantifiable methods of market research
To allow students to engage with the broader academic field, multiple references for each
If you believe you should have access to this content, please contact
your institutional librarian or consult our
FAQ page
for further information about accessing our content.
Also available to purchase from these educational ebook suppliers
Authors
Mercedes Esteban-Bravo,Universidad Carlos III de Madrid
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.
Jose M. Vidal-Sanz,Universidad Carlos III de Madrid
Jose M. Vidal-Sanz is a Professor of Marketing and Market Research at the Department of Business Administration of Universidad Carlos III de Madrid. His research has dealt with analytical research methods and their applications to marketing and business economics. He has published in journals such as Marketing Science, International Journal of Research in Marketing, Marketing Letters, Journal of Advertising, Technological Forecasting and Social Change Annals of the Institute of Statistical Mathematics, Bernoulli, European Journal of Operational Research, Statistics and Computing, among others. He is a life member of Clare Hall College, University of Cambridge.