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Handbook of Market Research

Author: Christian Homburg; Martin Klarmann; Arnd Vomberg
Publisher: Cham : Springer International Publishing : Imprint: Springer, 2019.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Publication:Springer Nature Living Reference
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  Read more...
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Christian Homburg; Martin Klarmann; Arnd Vomberg
ISBN: 9783319055428 3319055429
OCLC Number: 1110908345
Description: 1 online resource (Approx. 1200 p. :) online resource.
Responsibility: edited by Christian Homburg, Martin Klarmann, Arnd Vomberg.

Abstract:

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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