Sunil Gupta
Harvard Business School, University of Harvard
Book Recommendations:
Recommended by Sunil Gupta
“Mercedes and Jose have written a comprehensive and modern book on marketing research methods that covers classical approaches as well as new methods such as machine learning and artificial intelligence. Using real-life examples and case studies, the book illustrates complex methods with great clarity. It is a highly valuable resource for all teachers, students, and practitioners of market research.” (from Amazon)
Mercedes Esteban-Bravo, Jose M. Vidal-Sanz(you?)
Mercedes Esteban-Bravo, Jose M. Vidal-Sanz(you?)
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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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.