Mar Res Methods

Introduction

Marketing Research Methods, Quantitative and Qualitative Approaches, Book by Mercedes Esteban-Bravo and Jose M. Vidal-Sanz

INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: TOCs

Author: ELMAR Moderator


Publisher’s Site

Part I – Research Methods
1 – Introduction to Social and Marketing Research

Part II – Qualitative Methods
2 – Qualitative Research Based on Direct Questioning
3 – Indirect Questioning in Qualitative Research
4 – Observation Methods

Part III – Quantitative Data Analysis
5 – Uncertainty and Probability
6 – Statistical Analysis I: Parameters and Estimation
7 – Statistical Analysis II: Confidence Regions and Hypothesis Testing
8 – Regression Analysis I: General Linear Model
9 – Regression Analysis II: Flexible Methods and Machine Learning
10 – Multivariate Statistics and Econometrics

Part IV – Quantitative Data Collection
11 – Quantitative Measurement
12 – Sampling Methods
13 – Survey and Questionnaire Design
14 – Experimental Research

Part V – Research Planning and Reporting
15 – Planning Social Research
16 – Reporting Social and Market Research Studies
17 – Afterword