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Gesamtkatalog

Catalogue complet

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

Kolb Bonita: Marketing Research

Marketing Research

A Concise Introduction

Part 1: Introduction to Uses and Methods of Marketing Research Chapter 1: Introduction To Marketing Research Chapter 2: Research as a Process Chapter 3: Determining The Research Question Chapter 4: The Research Proposal Chapter 5: Cultural Considerations for Marketing Research Chapter 6: Conducting Secondary Research Part 2: Qualitative Marketing Research Chapter 7: Choosing Participants For Qualitative Research Chapter 8: Planning and Conducting Focus Groups Chapter 9: In-depth, Intercept and Expert Interviews Chapter 10: Projective, Observational and Netnography Techniques Part 3: Quantitative Marketing Research Chapter 11: Determining Probability Samples Chapter 12: Questionnaire Design Chapter 13: Conducting Surveys Part 4: Analyzing and Reporting Findings Chapter 14: Analyzing Verbal And Other Qualitative Data Chapter 15: Analyzing Numerical Data Chapter 16: Report Writing And Presentation

Why does gender inequality persist in tech--even in workplaces that invest in fixing it? In Networking to Nowhere, sociologist Ethel Mickey uncovers the paradox at the heart of modern tech culture: Networking is hailed as the key to opportunity, yet it systematically works against women. Drawing on ethnographic research inside a top tech firm, Mickey reveals how "ideal" networking practices like informal referrals, after-hours schmoozing, and bro-bonding over sports reinforce old boys' clubs that exclude women and people of color. Women, encouraged to lean into formal events, conferences, and diversity programs, often find these efforts go unrewarded, networking them to nowhere. By exposing how gendered expectations, invisible cultural codes, and even well-meaning corporate DEI programs can deepen inequality, this book offers a powerful new framework for understanding gender and organizations in the contemporary economy--and what it will take to chart a new path forward.

How Gender Inequality Persists in Tech

Networking to Nowhere

In our hyper-connected world, where every interaction generates valuable data, artificial intelligence (AI) is having a profound impact on marketing, marketing research, and customer data analytics.This book sheds light on the untapped potential of AI-driven analytics in market research so that businesses can better understand and interact with their customers. The transformation of marketing and market research over recent decades has only accelerated thanks to breathtaking AI developments that are reshaping data analytics and insights generation while enabling more effective foresight and actionability.These technologies are moving the field beyond solicited customer opinion, traditionally gathered through surveys and focus groups, allowing marketers to leverage unstructured big data for a whole new type of customer feedback: the unsolicited opinion. Acting as a guide to what's possible, the book explores the redefinition of insight in the age of AI and stresses the need for every true insight to inspire action. It dives into techniques for analysis and the AI science behind the analytics, automated brand recommendations, and content creation, introducing AI-specific research and data analysis tools. The birth of synthetic data is discussed, with advantages including privacy compliance, cost-effectiveness, and the ability to generate diverse datasets on demand. The book also covers critical ethical issues, such as data privacy, algorithmic bias, transparency, and the potential for AI to be used manipulatively, and raises important questions around knowledge, creativity, and the future of the field of marketing research.This book's clear-eyed guidance and thoughtful reflections will benefit anyone involved in marketing, market research, digital advertising, and business strategy, including CX practitioners, business leaders tasked with delivering growth, data scientists, marketing agency executives and consultants, and advanced business and marketing students.

Marketing Research Reconfigured

AI Powered Insight

This concise organization theory textbook provides students with four theoretical frameworks that students can use to analyse complex organizational issues.

Management and Leadership Analysis

Organization Theory

Use this best-selling guide to learn how to construct and design effective surveys and questionnaires that will capture the customer insight and feedback you want to achieve.

How to Plan, Structure and Write Survey Material for Effective Market Research

Questionnaire Design

Indigenous knowledge systems are a profound contribution to our understanding of management and organizations but have long been overlooked or repressed. A wide array of contributions from across five continents illustrate four common sympathies that can inform this contribution (the importance of protocols, acknowledging place, promoting multiple voices, and community accountability); and showcases Indigenous&nbsp;approaches to, and frameworks for, good management, organization and entrepreneurship. &nbsp;

Indigenous Management: Knowledges and Frameworks&nbsp;includes chapters on Indigenous self-determination, organization studies, allyship, organizing and resistance, cultural appropriation, and community-based enterprises from a community of scholars spanning New Zealand, Australia, Melanesia, Bali, the Philippines, India, Peru, Brazil, Ghana, Kenya, Nigeria, Morocco, Greenland, Canada, the US and beyond.&nbsp;
&nbsp;
Created by experts in the field, this book is essential reading for students, academics, and private, public and third sector leaders.&nbsp;
Jesse Pirini&nbsp;is Senior Lecturer in Management at Te Herenga Waka - Victoria University of Wellington, Aotearoa New Zealand.&nbsp;
Stephen Cummings&nbsp;is Professor of Strategy, Innovation and Entrepreneurship at The University of Sydney Business School, Australia.
Ana Maria Peredo&nbsp;is Professor and Tier 1 Canada Research Chair in Social and Inclusive Entrepreneurship at the University of Ottawa, Canada.

Knowledges & Frameworks

Indigenous Management

Most composition textbooks begin with skills like thesis writing and paragraph structure. This one begins with a person. Writing as Self-Design is a transformative textbook in which students examine control of information and discover their agency in meaning-making. Informed by neuroscience, rhetorical theory, digital literacy, and composition pedagogy, this book challenges students to question how meaning is made, filtered, and constrained in the digital age, and to develop their unique voices through composition strategies that reclaim writing as an act of self-design. It is a book which responds to the technological landscape in which we find ourselves. Rather than convincing students of the value of research and writing, Writing as Self-Design allows them to discover their own emotional value through enhanced agency in inquiry and resistance. Through this textbook, composition becomes a space in which students question information control, the hedonic cycle of passive consumption, and their greater agency in creativity and intentional design. Recognizing the ubiquity of tools like AI, this book encourages critical examination of how and why they are used. Students engage with algorithmic bias, misinformation, datafication, and the influence of platforms like Google, TikTok, and ChatGPT: not just as topics, but as forces that shape the way they think, write, and relate to the world. The value of Writing as Self-Design will resonate well beyond the classroom, addressing the importance of the critical skills needed to navigate the "total noise" of our media-saturated lives, build personal definitions of success, and rediscover the creative cycle that leads to lasting happiness and fulfilment.

Finding Voice and Agency Through Composition

Writing as Self-Design

Empirische Untersuchungen kritischer Lebensereignisse wie Verlusterfahrungen, Gewalterleben oder andere biografische Störungen sind ethisch zu fundieren. Hierzu schlägt der Autor eine Brücke zwischen normativ-theoretischen Reflexionen und forschungspraktischen Anregungen. Am Beispiel typischer Herausforderungen des Untersuchungsfeldes werden für die Phasen vor, während und nach der Datenerhebung konkrete Handlungsorientierungen erarbeitet.
Der Autor behandelt dabei Fragen wie: Welchen Werten und Prinzipien soll Forschung zu kritischen Lebensereignissen folgen? Begünstigt partizipative Forschung sozial erwünschte Ergebnisse? Wie kann potenziellen Belastungen Forschungsteilnehmender oder einer Betroffenheit von Forschenden begegnet werden? Wem steht die Deutungshoheit in dem eher defizitorientierten Forschungsbereich zu?

Orientierungshilfe zur Untersuchung kritischer Lebensereignisse

Angewandte Forschungsethik in der Qualitativen Sozialforschung

Routledge Studies in Management, Organizations and Society

This book draws from interpretive analysis to dissect the cosumer identity frames used by NGOs in their various marketing campaigns and analyse how they contest and subvert traditional commercially-oriented consumerist pursuits

The Role of the NGO

Constructing the Global Consumer

Why does gender inequality persist in tech-even in workplaces that invest in fixing it? In Networking to Nowhere, sociologist Ethel Mickey uncovers the paradox at the heart of modern tech culture: Networking is hailed as the key to opportunity, yet it systematically works against women. Drawing on ethnographic research inside a top tech firm, Mickey reveals how "ideal" networking practices like informal referrals, after-hours schmoozing, and bro-bonding over sports reinforce old boys' clubs that exclude women and people of color. Women, encouraged to lean into formal events, conferences, and diversity programs, often find these efforts go unrewarded, networking them to nowhere. By exposing how gendered expectations, invisible cultural codes, and even well-meaning corporate DEI programs can deepen inequality, this book offers a powerful new framework for understanding gender and organizations in the contemporary economy-and what it will take to chart a new path forward.

A highly practical introduction to leadership that showcases real leaders who students can relate to.

Perspectives from Practice

Leadership

This new edition of Qualitative Marketing Research seamlessly integrates theoretical foundations with practical applications in qualitative marketing research, positioning methodologies within the broader landscape of marketing strategy, managerial decision-making, and contemporary consumer psychology.The book offers an extensive examination of qualitative research approaches, beginning with established techniques like focus group interviews (FGI) and individual in-depth interviews (IDI), before exploring innovative ethnographic methods that reveal authentic consumer motivations, needs, values, and attitudes. Readers will gain profound insights into the psychological underpinnings of consumer behaviour, including cutting-edge understanding of unconscious and automatic cognitive processes that drive purchasing decisions. This thoroughly revised 2nd edition features an expanded chapter dedicated to digital research methodologies, covering online and video-based focus groups, social media analytics, mobile ethnography, and the revolutionary integration of artificial intelligence in consumer research. Distinguished by its practical orientation, the text incorporates diverse international case studies from market-leading organizations including PepsiCo, Unilever, Danone, Nestlé, Aviva, and Citibank, demonstrating how theoretical concepts translate into actionable insights across various industries and cultural contexts.This definitive work serves as indispensable reading for advanced undergraduate and postgraduate students specializing in marketing research, consumer behaviour, and consumer psychology.This book offers complementary online resources including comprehensive chapter-by-chapter PowerPoint presentations.

Understanding Consumer Behaviour

Qualitative Marketing Research

Marketing Research

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