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Handbook of Market Research

Homburg, Christian(Edited by)Klarmann, Martin(Edited by)Vomberg, Arnd(Edited by)
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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.

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Product Details
Springer
3319055429 / 9783319055428
Digital
11/02/2018
155 x 235 mm, 0 grams