02822nam a22004578i 4500 000389437 UkCbUP 20220107135832.0 20210209122934.0 m|||||o||d|||||||| cr|||||||||||| 191015s2021||||enk o ||1 0|eng|d NEZPRACOVANÝ IMPORT 9781108874748 (ebook) 9781108834988 (hardback) 9781108792691 (paperback) UkCbUP eng rda UkCbUP HF5415.2 .E78 2021 658.83 23 Esteban-Bravo, Mercedes, author. Marketing research methods : quantitative and qualitative approaches / Mercedes Esteban-Bravo, Jose M. Vidal-Sanz. Cambridge : Cambridge University Press, 2021. 1 online resource (xix, 861 pages) : digital, PDF file(s). text txt rdacontent computer c rdamedia online resource cr rdacarrier Title from publisher's bibliographic system (viewed on 15 Jan 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. Assuming no prior knowledge of statistics or econometrics, discrete chapters offer a clear introduction to both, opening up the quantitative methods to all students. Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners. Online resources include extensive chapter bibliographies, lecture slides, an instructor guide and extra extension material and questions. elektronické knihy fd186907 czenas electronic books eczenas Marketing research Methodology. Vidal-Sanz, Jose M., author. Print version: 9781108834988 https://knihovna.vse.cz/zdroje/cambridge-core-books-and-textbooks/?info Informace o práci s e-knihami https://zdroje.vse.cz/login?url=https://doi.org/10.1017/9781108874748 Plný text CAMBRIDGE-EBA EB PAR 000688980 UEP01 776 E-book Tištěná verze NEPOSILAT EB