Autorentext

Professor Phil Harris is Professor Emeritus at the University of Chester and was previously Executive Director of the Business Research Institute and held the Westminster (Grosvenor) Chair in Marketing and Public Affairs. He is a past Chairman of the Marketing Council (UK) PLC, Board member of the Chartered Institute of Marketing, Professor of Marketing at the University of Otago, New Zealand and Founding Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University. Prior to becoming an academic he held positions in the international chemical, and foods industries with ICI and RHM and has chaired or been a board member of the American Marketing Association, Academy of Marketing, and the Australian and New Zealand Marketing Academy. He has advised government on Medium Sized Businesses and Small Business and helped found the Educate North Awards in 2015 and University Enterprise Challenge in 2016 and is very focused on developing high quality entrepreneurs regionally and internationally both in the not for profit, private and public sectors.

Klappentext

This textbook offers an affordable comprehensive `no frills' overview of both the qualitative and quantitative research methods available to marketing researchers, with a special emphasis on online tools, techniques and technology, social media and the general impact of the digital environment on research methodology.

Zusammenfassung
This textbook offers an affordable comprehensive âno frillsâ² overview of both the qualitative and quantitative research methods available to marketing researchers, with a special emphasis on online tools, techniques and technology, social media and the general impact of the digital environment on research methodology.Â

Inhalt

PHILOSOPHY, PARADIGM AND ETHICS
Philosophy, Paradigms and Ethics
Research Proposal and Literature Review
Sampling and Recruitment Methods
Validity, Bias, Errors, Reliability and Accuracy
Mixed Methodology, Triangulation and Meta-Analysis
ONLINE DATA COLLECTION METHODS
Types of Online Data and Collection Methods
Online Interviews and Online Focus Group Discussions
Case Study and Online Observation
Online Survey Questionnaires
USING QUALITATIVE ANALYSIS TO ANALYSE ONLINE DATA
Textual and Discourse Analyses
Thematic Analysis and Grounded Theory (GT)
Netnography (Online Ethnography)
Storytelling and Narrative Analysis
Projective Techniques
USING QUANTITATIVE ANALYSIS TO ANALYSE ONLINE DATA AND GOOGLE ANALYTICS
Mann Whitney U-test and Wilcoxon Rank-Sum Test
Chi-Square, Kolmogorov-Smirnov and McNemar Change tests
Multivariate Analysis of Variance and Covariance (MANOVA and MANCOVA)
Linear and Non-Linear Regression Analyses
Factor Analysis (FA)
Discriminant Function Analysis (DFA)
Logistic Regression
Conjoint Analysis (CA)
Dummy Variable (DV) Models
Structural Equation Modelling (SEM)