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
Theory and Applications
Edited by Eve Mitleton-Kelly, Alexandros Paraskevas and Christopher Day
This comprehensive Handbook is aimed at both academic researchers and practitioners in the field of complexity science. The book’s 26 chapters, specially written by leading experts, provide in-depth coverage of research methods based on the sciences of complexity. The research methods presented are illustratively applied to practical cases and are readily accessible to researchers and decision makers alike.
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.
Edited by David Crowther and Linne Lauesen
Corporate social responsibility now touches upon most aspects of the interaction between business and society. The approaches taken to research in this area are as varied as the topics that are researched; yet this is the first book to address the whole range of methods available. The book identifies the methods available, evaluates their use and discusses the circumstances in which they might be appropriate. It also includes forward-thinking guidance from experienced academics on the future directions of research in the area.
Edited by Sten Söderman and Harald Dolles
This Handbook draws together top international researchers and discusses the state of the art and the future direction of research at the nexus between sport and business. It is heavily built upon choosing, applying and evaluating appropriate quantitative as well as qualitative research methods for practical advice in sport and business research.
Edited by Damian Hine and David Carson
The contributors to this book explore the role and importance of qualitative, interpretist research in the dynamic field of enterprise. They establish the link between the innovative nature of small enterprise and the need to utilise research methodologies, which are themselves innovative.