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547 results in Marketing

Page 12 of 28

Marketing Research Methods
  • Quantitative and Qualitative Approaches
  • Mercedes Esteban-Bravo, Jose M. Vidal-Sanz
  • Published online:
    15 January 2021
    Print publication:
    28 January 2021
  • 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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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.

Globalizing Asian Religions
  • Management and Marketing
  • Edited by Tamasin Ramsay, Louella Matsunaga, Hirochika Nakamaki, Wendy Smith
  • Published by:
    Amsterdam University Press
    Published online:
    20 November 2020
    Print publication:
    14 March 2019
  • This book brings together the insights of theories of management and marketing to give an original view of the organizational dynamics of globalizing Asian New Religious Movements (NRMs) and established religions. Seventeen authors in this collection have recast their data on individual Asian religions and social movements to focus on the way these organizations are managed in an overseas or global context, by examining the structure, organizational culture, management style, leadership principles and marketing strategies of the religious movements they had hitherto studied from the perspective of the sociology of religion, or religious studies. The book examines strategies for global proselytization and outcomes in a variety of local ethnographic contexts, thus contributing to the scholarly work on the 'glocalization' of religions.

  • 14 - Choosing a Randomization Unit

  • from Part IV - Advanced Topics for Building an Experimentation Platform
  • Ron Kohavi, Diane Tang, Ya Xu
  • Book:
    Trustworthy Online Controlled Experiments
    Published online:
    13 March 2020
    Print publication:
    02 April 2020, pp 166-170

  • Summary

    Why you care: The choice of randomization unit is critical in experiment design, as it affects both the user experience as well as what metrics can be used in measuring the impact of an experiment. When building an experimentation system, you need to think through what options you want to make available. Understanding the options and the considerations to use when choosing amongst them will lead to improved experiment design and analysis.

Page 12 of 28