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portada Handbook of Market Research
Type
Physical Book
Illustrated by
Publisher
Author
Language
English
Pages
1100
Format
Hardcover
Dimensions
24.4 x 16.3 x 6.6 cm
Weight
2.45 kg.
ISBN13
9783319574110
Categories

Handbook of Market Research

Christian Homburg (Illustrated by) · Martin Klarmann (Illustrated by) · Arnd E. Vomberg (Illustrated by) · Springer · Hardcover

Handbook of Market Research - Homburg, Christian ; Klarmann, Martin ; Vomberg, Arnd E.

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Synopsis "Handbook of Market Research "

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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The binding of this edition is Hardcover.

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