Marketing research methods : quantitative and qualitative approaches
Mercedes Esteban-Bravo, Jose Manuel Vidal-Sanz.
Cambridge, United Kingdom ; New York, NY : Cambridge University Press, 2021. ©2021
"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. " --
Physical items: 1, Online items: 0
Availability
Online Resources
At the libraryRequest via Interlibrary Loan
| Location | Call number | Status |
|---|---|---|
| English Book (5/F) | 658.80072 EST 2021 | Available |
| Location | Call number | Status |
|---|---|---|
| barcode, location, bookplate, id LOCATION | callnoa callnob | -- |
Bibliographic Information
- Format:
-
Book
- Subject:
- Marketing research > Methodology.
- Language:
- English
- ISBN:
- 1108834981, 9781108834988
- Course:
- BUS235
Marketing Research - Bibliography:
- Includes bibliographical references and index.
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