Advanced Marketing Research
Methods, Tools and Analytics for Effective Market Research
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Beschreibung
Learn how to develop and apply the latest marketing research methods with this concise, practical textbook that includes real-world data and examples.
Understanding and applying marketing research is essential for marketing students. It provides knowledge of consumers, the product lifecycle and perspectives of employees, competitors and funders.
Advanced Marketing Research is a new textbook written for undergraduate and postgraduate marketing students, providing them with essential research methods and skills. Using a problem-based learning approach, it covers the traditional qualitative and quantitative marketing research tools such as surveys, focus groups and interviews as well as newer techniques such as big data analytics, neural networks and social media sentiment analysis.
It explores the use of artificial intelligence and the multiverse in marketing research and the ethical considerations that need to be taken into account. Readers will also learn how to write a marketing research report and the importance of visualisation. It is supported by a range of features including learning outcomes, end of chapter examples with data sets and sample essay questions. With online resources consisting of lecturer slides, additional exercises and multiple choice questions, Advanced Marketing Research is an indispensable resource for marketing students.
Covers key topics including qualitative and quantitative methods, surveys, interviews, descriptive statistics and how to write marketing research reports
Explores contemporary techniques such as neural networks, big data analytics and the role of artificial intelligence in marketing research
Features real-world examples from Beyond Meat, IDEO and Virgin Atlantic to demonstrate how the tools are applied in practice
Supported by features including learning outcomes, practice datasets and answer keys, essay questions and further reading recommendations
Online resources: lecturer slides, additional exercises and multiple choice questions
Autor*in
Arpita Agnihotri
Arpita Agnihotri is an Assistant Professor in Management at the School of Business Administration, Penn State Harrisburg, USA, teaching modules including Business Strategy, HR Analytics, and Organizational Learning and Knowledge Management. She has published research in the Journal of World Business and International Journal of Information Management, in addition to contributing to business case studies with Ivey Publishing and Sage Business Cases.
Themen in »Advanced Marketing Research«
Market research, research tools and methods consumer insight user research questionnaire design quantitative research sampling qualitative research research reports marketing research ethics marketing research textbook