Quantitative Research Methods in Consumer Psychology
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"Quantitative Research Methods in Consumer Psychology" is an essential book for those interested in understanding current, effective, and most of all relevant methods for quantitative consumer research. The examples used are clear and detailed, and they give the reader, of any level, a better understanding of how to improve his or her research methods.
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–Valdimar Sigurðsson, Reykjavik University, Iceland
Quantitative consumer research has long been the backbone of consumer psychology producing insights with peerless validity and reliability. This new book addresses a broad range of approaches to consumer psychology research along with developments in quantitative consumer research. Les mer
The text is appropriate for use with university students at all academic levels. Each chapter provides both a theoretical grounding in its topic area and offers applied examples of the use of the approach in consumer settings. Exercises are provided at the end of each chapter to test student learning. Topics covered are quantitative research techniques, measurement theory and psychological scaling, mapping sentences for planning and managing research, using qualitative research to elucidate quantitative research findings, big data and its visualization, extracting insights from online data, modeling the consumer, social media and digital market analysis, connectionist modeling of consumer choice, market sensing and marketing research, preparing data for analysis;, and ethics. The book may be used on its own as a textbook and may also be used as a supplementary text in quantitative research courses.
Detaljer
- Forlag
- Routledge
- Innbinding
- Paperback
- Språk
- Engelsk
- Sider
- 414
- ISBN
- 9781138182721
- Utgivelsesår
- 2018
- Format
- 23 x 15 cm
Anmeldelser
«
"Quantitative Research Methods in Consumer Psychology" is an essential book for those interested in understanding current, effective, and most of all relevant methods for quantitative consumer research. The examples used are clear and detailed, and they give the reader, of any level, a better understanding of how to improve his or her research methods.
»
–Valdimar Sigurðsson, Reykjavik University, Iceland