Empirical demand functions (based on experimental studies, such as Choice Based Conjoint) are critical to many aspects of marketing, such as targeting and segmentation, setting prices and evaluating the potential of new products. While considerable work has been done on developing approaches for...

1 Introduction -- 2 The Market Research Process -- 3 Data -- 4 Getting Data -- 5 Descriptive Statistics -- 6 Hypothesis Testing & Anova -- 7 Regression Analysis -- 8 Factor Analysis -- 9 Cluster Analysis -- 10 Communicating the Findings -- References

Clemens Pirker addresses the frequent doubt among researchers on how to deal with extreme and outlying observations in data analysis. He draws on various scientific domains to explore possible handling alternatives and the relevance of the phenomenon. In the empirical section, a published...

This accessible, practice-oriented, and compact text provides a hands-on introduction to market research. Using the market research process as a framework, it explains how to collect and describe data and presents the most important and frequently used quantitative analysis techniques, such as...