The handbook of marketing research : uses, misuses, and future advances

Online-Ressource (xi, 705 p)

ill

Includes bibliographical references and index

COVER; CONTENTS; INTRODUCTION: The Changing World of Marketing Research; PART I: FOUNDATIONAL DESIGN; 1 - TRUSTED ADVISER: How It Helps Lay the Foundations for Insights; 2 - STRUCTURING MARKET RESEARCH DEPARTMENTS AND PROCESSES FOR OPTIMAL IMPACT; 3 - WHAT DO "REALLY GOOD" MANAGERS AND "REALLY GOOD" RESEARCHERS WANT OF ONE ANOTHER?; PART II: DATA COLLECTION; 4 - DEEP ENGAGEMENT WITH CONSUMER EXPERIENCE: Listening and Learning With Qualitative Data; 5 - QUESTIONNAIRE DESIGN AND SCALE DEVELOPMENT; 6 - RESPONSE BIASESIN MARKETING RESEARCH; 7 - ONLINE MARKETING RESEARCH

8 - ADVANCED TECHNIQUES AND TECHNOLOGIES IN ONLINE RESEARCH9 - SAMPLING AND WEIGHTING; 10 - DEALING WITH MISSING DATA IN SURVEYS AND DATABASES; PART III: ANALYSIS AND MODELING; 11 - BASIC DATA ANALYSIS; 12 - MARKETING DECISION SUPPORT MODELS: The Marketing Engineering Approach; 13 - USING REGRESSION TO ANSWER "WHAT IF"; 14 - ADVANCED REGRESSION MODELS; 15 - CONJOINT ANALYSIS: Understanding Consumer Decision Making; 16 - CONSTRUCTION DESIGNS FOR DISCRETE CHOICE EXPERIMENTS; 17 - STRUCTURAL EQUATION MODELING; 18 - CLUSTER ANALYSIS AND FACTOR ANALYSIS; 19 - LATENT STRUCTURE REGRESSION

20 - HIERARCHICAL BAYES MODELS21 - HAZARD/SURVIVAL MODELS IN MARKETING; 22 - AN INTRODUCTION TO DATA MINING; PART IV - CONCEPTUAL APPLICATIONS; 23 - AD TESTING; 24 - MODELING MARKETING MIX; 25 - A GUIDE TO THE DESIGN AND EXECUTION OF SEGMENTATION STUDIES; 26 - MEASURING BRAND EQUITY; 27 - CUSTOMER SATISFACTION RESEARCH; 28 - MEASURING CUSTOMER EQUITY AND CALCULATING MARKETING ROI; 29 - CUSTOMER LIFETIME VALUE; AUTHOR INDEX; ABOUT THE EDITORS; ABOUT THE CONTRIBUTORS;

Electronic reproduction; Available via World Wide Web

ECONIS - Online Catalogue of the ZBW