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.
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Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Perceived Benefits versus Unintended Consequences
Imad A. Moosa
Imad Moosa’s thought-provoking book explores the contemporary doctrine that plagues the academic sphere: the principle of publish or perish. This book identifies the pressures placed upon academics to either publish their work regularly, or suffer the consequences, including lack of promotion, or even redundancy.
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.
Essays on the Art and Craft of Economics
David C. Colander and Huei-Chun Su
David Colander has been writing about economic methodology for over 30 years, but he goes out of his way to emphasize that he does not see himself as a methodologist. His pragmatic methodology is applicable to what economists are doing and attempts to answer questions that all economists face as they go about their work. The articles collected in this volume are divided, with the first part providing a framework underlying Colander’s methodology and introducing Colander’s methodology for economic policy within that framework. Part two presents Colander’s view on the methodology for microeconomics, while part three looks at Colander’s methodology for macroeconomics. The book closes with discussions of broader issues.
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.
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 Birgit Schyns, Rosalie J. Hall and Pedro Neves
This volume provides an overview of a variety of quantitative and qualitative methods for leadership research, authored by scholars in the areas of leadership and research methodology. Integrating insights from other research areas, it provides novel approaches and multiple techniques for leadership research in a straightforward fashion. Because the volume is designed to help leadership researchers get their first insights into specific methods and their potential application to leadership research, it is appropriate for multiple audiences. These include academics and practitioners wanting to try a new method, as well as advanced undergraduate and graduate students wanting an overview of a variety of techniques. It will also be helpful to readers and reviewers as they endeavour to better understand and assess the quality of existing leadership research.
Edited by Steve Kempster, Arthur F. Turner and Gareth Edwards
This Field Guide offers a rich variety of academic approaches to facilitate leadership development in adults. It is an invaluable resource, giving insightful worked examples linked to theory and reflective commentary. The extensive experiences of world leading exponents of leadership development are distilled into practical application for immediate use.
G. Scott Erickson
New Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. This book can be used as a supplement to a traditional marketing research text or on its own.
Edited by Mellani Day, Mary C. Boardman and Norris F. Krueger
This Handbook provides an overview of neuroscience-driven research methodologies and how those methodologies might be applied to theory-based research in the nascent field of neuroentrepreneurship. It presents the current thinking and examples of pioneering work, serves as a reference for those wishing to incorporate these methods into their own research, and provides several helpful discussions on the nature of an answerable question using neuroscience techniques. It includes concrete examples of new ways to conduct research that can shed light onto such areas as decision-making and opportunity recognition, allowing us to ask different, perhaps better, questions than ever before.