Advanced Marketing Research

Methods, Tools and Analytics for Effective Market Research
1. Auflage 2025
ISBN: 978-1-3986-1470-3
Verlag: Kogan Page

Buch, Englisch, 400 Seiten, Format (B × H): 170 mm x 240 mm

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.

Autoren/Hrsg.

Agnihotri, Arpita

Bhattacharya, Saurabh

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 01: Introduction to Marketing Research; Chapter - 02: Research Design - I; Chapter - 03: Research Design - II; Chapter - 04: Qualitative Research-I; Chapter - 05: Qualitative Research -II; Chapter - 06: Surveys; Chapter - 07: Measurement and Scaling; Chapter - 08: Questionnaire Design; Chapter - 09: Introduction to Sampling; Chapter - 10: Introduction to Descriptive Statistics and Test of Hypothesis; Chapter - 11: ANOVA, ANCOVA; Chapter - 12: MANCOVA; Chapter - 13: Correlation; Chapter - 14: Regression Analysis; Chapter - 15: Exploratory Factor Analysis; Chapter - 16: Hierarchical Cluster Analysis; Chapter - 17: Neural Network Analysis; Chapter - 18: Sentiment Analysis; Chapter - 19: Big Data Analytics; Chapter - 20: Artificial Intelligence and the Multiverse; Chapter - 21: Marketing Research Report; Chapter - 22: Ethics in Marketing Research

Über Autor(innen)

Bhattacharya, Saurabh
Saurabh Bhattacharya is a Senior Lecturer in Marketing at Newcastle University Business School, UK who has been teaching Marketing Research and Research Methods modules at the postgraduate level for the past twelve years. He has written business case studies for Ivey Publishing and Sage and previously worked with IBS Hyderabad, India, as an Assistant Professor.

Agnihotri, Arpita
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.

Saurabh Bhattacharya is Senior Lecturer in Marketing at Newcastle University Business School, teaching Marketing Research and Research Methods modules. He was previously Assistant Professor at IBS Hyderabad, India.

Arpita Agnihotri is Assistant Professor in Management at the School of Business Administration, Penn State Harrisburg, teaching modules including Business Strategy and HR Analytics and Organizational Learning. She has published research in the Journal of World Business and International Journal of Information Management.