Handbook of Market Research
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Beschreibung
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.
Guides through the state-of-the-art quantitative and qualitative market research methods
Provides an intuitive understanding of the material
Includes clear application examples for relevant topics
Title is also available as part of a set: Handbook of Market Research (978-3-319-57412-7)
Autor*in
Christian Homburg
Themen in »Handbook of Market Research«
Data Analytics Marekt Research Methods Neural Networks Qualitative Market Research Survey Design