Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
Browse by title
Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Insights from When Things Go Wrong
Edited by Keith Townsend and Mark N.K. Saunders
Research can be a lonely path and there are myriad challenges and problems to face with any research project. In this research methods book, novice and experienced researchers tell stories of when things went wrong in their research projects. Drawing on real life experiences, researchers from post graduate research students to experienced professors will benefit from these insider insights, advice and lessons about the practical difficulties and how they may be addressed. The result is an engaging read and a helpful and reassuring guide to the research process. Arranged as a series of chapters interspersed with vignettes the researchers’ stories provide the reader with insights into different facets and stages of the research process from finding a supervisor thorough designing surveys and conducting interviews and analysing data, to re-writing and dealing with feedback. It will be invaluable for doctoral and more experienced researchers grappling with the realities of undertaking research.