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Handbook of Market Research

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Handbook of Market Research/ edited by Christian Homburg, Martin Klarmann, Arnd E. Vomberg.
other author:	Homburg, Christian.
Description:	Approx. 1200 p.online resource. :
Contained By:	Springer Nature Living Reference
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-319-05542-8
ISBN:	9783319055428

Handbook of Market Research
Handbook of Market Research[electronic resource] /edited by Christian Homburg, Martin Klarmann, Arnd E. Vomberg. - Approx. 1200 p.online resource.

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.

ISBN: 9783319055428

Standard No.: 10.1007/978-3-319-05542-8doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Handbook of Market Research
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520 $a 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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