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462 results in Marketing

Page 9 of 24

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 Each chapter contains rigorous academic theory, including a synthesis of the recent literature as well as key historical references, applied contextualization and recent research results, making it an excellent resource for practitioners.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.

  • 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.

  • 4 - Experimentation Platform and Culture

  • from Part I - Introductory Topics for Everyone
  • Ron Kohavi, Diane Tang, Ya Xu
  • Book:
    Trustworthy Online Controlled Experiments
    Published online:
    13 March 2020
    Print publication:
    02 April 2020, pp 58-78

  • Summary

    As discussed in Chapter 1, running trustworthy controlled experiments is the scientific gold standard in evaluating many (but not all) ideas and making data-informed decisions. What may be less clear is that making controlled experiments easy to run also accelerates innovation by decreasing the cost of trying new ideas, as the quotation from Moran shows above, and learning from them in a virtuous feedback loop. In this chapter, we focus on what it takes to build a robust and trustworthy experiment platform. We start by introducing experimentation maturity models that show the various phases an organization generally goes through when starting to do experiments, and then we dive into the technical details of building an experimentation platform.

Page 9 of 24