Through a unique combination of data visualisation and analytics (both theoretical and applied), this ground-breaking textbook provides you with the expertise to analyse, interpret and communicate data with confidence, to inform real-world decision making.
Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it's vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success. Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning. Also included online with the datasets are software codes and solutions (R Markdowns, HTML files) to use with the book, as well as PowerPoint slides, a teaching guide and a testbank for instructors teaching a marketing analytics course. This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers. Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London. Dr. Raoul V. Kubler is an Associate Professor of Marketing at ESSEC Business School, Paris.
Through the use of eight original metaphors, this text will encourage you to question the interpretive nature and theoretical underpinnings not only of your interview method, but of the knowledge which is conveyed through it. The second edition includes completely new content on: The benefits of using interviewees with experience and insight How to work creatively with generative material The value of repeat interviewing over time Using interviews for thick descriptions New content illustrating the pros and cons and possibilities of interview-based research accompanied by examples New content showing how interviews and questionnaires can be used in combination This text is essential reading for upper undergraduate and postgraduate students of qualitative methods and researchers looking to more clearly conceptualize their interviewing practice and explore its theoretical basis. Mats Alvesson holds a chair in the Business Administration department at Lund University and is also a part-time professor at University of Queensland Business School and at Bayes Business School.
Through the use of eight original metaphors, this text will encourage you to question the interpretive nature and theoretical underpinnings not only of your interview method, but of the knowledge which is conveyed through it. The second edition includes completely new content on: The benefits of using interviewees with experience and insight How to work creatively with generative material The value of repeat interviewing over time Using interviews for thick descriptions New content illustrating the pros and cons and possibilities of interview-based research accompanied by examples New content showing how interviews and questionnaires can be used in combination This text is essential reading for upper undergraduate and postgraduate students of qualitative methods and researchers looking to more clearly conceptualize their interviewing practice and explore its theoretical basis. Mats Alvesson holds a chair in the Business Administration department at Lund University and is also a part-time professor at University of Queensland Business School and at Bayes Business School.
This practical, user-friendly guide consists of 100 original activities that have been designed to inspire and support educators of research ethics and integrity at undergraduate and postgraduate level. Focussing on eight key areas, activities include: * Respecting human dignity, privacy and rights * Obtaining informed consent in the digital world * Capturing data on sexual orientation and gender identity * Recognizing and addressing bias when collecting data * Creating social change through research practice * Assessing the ethical implications of data sharing. Complete with detailed teaching notes and downloadable student handouts, as well as guidance on the type and level of each activity, 100 Activities for Teaching Research Ethics and Integrity is an essential resource for both online and face-to-face teaching.
This practical, user-friendly guide consists of 100 original activities that have been designed to inspire and support educators of research ethics and integrity at undergraduate and postgraduate level. Focussing on eight key areas, activities include: * Respecting human dignity, privacy and rights * Obtaining informed consent in the digital world * Capturing data on sexual orientation and gender identity * Recognizing and addressing bias when collecting data * Creating social change through research practice * Assessing the ethical implications of data sharing. Complete with detailed teaching notes and downloadable student handouts, as well as guidance on the type and level of each activity, 100 Activities for Teaching Research Ethics and Integrity is an essential resource for both online and face-to-face teaching.
Written for the non-mathematician and free of unexplained technical jargon, Applied Statistics: Business and Management Research provides a user-friendly introduction to the field of applied statistics and data analysis. Featuring step-by-step explanations of how to carry out successful quantitative research, and supported by examples from IBM (R) SPSS (R) Statistics, this textbook is an essential resource for students and researchers of business and management. A range of online resources for both students and lecturers, including a teaching guide, PowerPoint slides and datasets, are available via the companion website. Andrew R. Timming is Professor of Human Resource Management and Deputy Dean Research & Innovation in the School of Management at RMIT University, Australia.
Why do companies exert high effort to reduce the costs of products that are production? Because they can! Because unnecessary product costs were not removed during product development. C-O-S-T, short for Cost Optimization System and Technique, details how a company's product development teams, their supporting functions, and company leaders can ......
Written for the non-mathematician and free of unexplained technical jargon, Applied Statistics: Business and Management Research provides a user-friendly introduction to the field of applied statistics and data analysis. Featuring step-by-step explanations of how to carry out successful quantitative research, and supported by examples from IBM (R) SPSS (R) Statistics, this textbook is an essential resource for students and researchers of business and management. A range of online resources for both students and lecturers, including a teaching guide, PowerPoint slides and datasets, are available via the companion website. Andrew R. Timming is Professor of Human Resource Management and Deputy Dean Research & Innovation in the School of Management at RMIT University, Australia.
