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Handbook of Market Research
Title
Handbook of Market Research [electronic resource] / edited by Christian Homburg, Martin Klarmann, Arnd Vomberg.
ISBN
9783319574134
Edition
1st ed. 2022.
Publication
Cham : Springer International Publishing : Imprint: Springer, 2022.
Physical Description
1 online resource (211 illus., 73 illus. in color. eReference.
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
Summary
In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered. .
Variant and related titles
Springer ENIN.
Other formats
Printed edition:
Format
Books / Online
Language
English
Added to Catalog
January 27, 2022
Contents
Data. Experiments in Market Research
Field Experiments
Design and Process of Survey Research
Qualitative Market Research
Challenges in Conducting International Market Research
Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers
Fusion Modeling
Managing Data Quality
Methods. Cluster Analysis
Finite Mixture Models
Factor Analysis
Structural Equation Modeling
Partial Least Squares Structural Equation Modeling
Analysis of Variance
Regression Analysis
Multilevel Modeling
Panel Data Analysis
Logistic Regression and Discriminant Analysis
Choice-based Conjoint Analysis
Bayesian Models
Automated text analysis
Mediation Analysis in Experimental Research
Exploiting Data from Quasi-Field Experiments
Applications. Social Media Tracking
Market Segmentation
Measuring Customer Satisfaction and Customer Loyalty
Assessing the Financial Impact of Brand Equity with Short Time-Series Data
Measuring Sales Promotion Effectiveness
Return on Media Models
Preference Measurement
Willingness to pay
Modeling Customer Lifetime Value, Retention, and Churn.
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