The handbook of marketing research : uses, misuses, and future advances /
The handbook of marketing research : uses, misuses, and future advances /
edited by Rajiv Grover, Marco Vriens.
- Thousand Oaks ; London : SAGE, 2006.
- xi, 705 p. : ill., ; 26 cm.
Formerly CIP.
Includes bibliographical references and index.
[PART I: Foundational Design] Trusted Adviser: How It Helps Lay the Foundations for Insights / Rajiv Grover & Marco Vriens -- Structuring Market Research Departments and Processes for Optimal Impact / Marco Vriens & Rajiv Grover -- What Do "Really Good" Managers and "Really Good" Researchers Want of One Another? / Lindsay Zaltman & Gerald Zaltman [PART II: Data Collection] Deep Engagement With Consumer Experience: Listening and Learning With Qualitative Data / Eric J. Arnould & Amber Epp -- Questionnaire Design and Scale Development / Naresh K. Malhotra -- Response Biases in Marketing Research / Hans Baumgartner & Jan-Benedict E. M. Steenkamp -- Online Marketing Research / Jeff Miller -- Advanced Techniques and Technologies in Online Research / Scott M. Smith, Jared Smith & Chad R. Allred -- Sampling and Weighting / Dan Mallett -- Dealing With Missing Data in Surveys and Databases / Marco Vriens & Sandip Sinharay [PART III: Analysis and Modeling] Basic Data Analysis / Scott M. Smith & Gerald S. Albaum -- Marketing Decision Support Models: The Marketing Engineering Approach / Gary L. Lilien & Arvind Rangaswamy -- Using Regression to Answer "What If" / Donald R. Lehmann -- Advanced Regression Models / Raghuram Iyengar & Sunil Gupta -- Conjoint Analysis: Understanding Consumer Decision Making / David Bakken & Curtis L. Frazier -- Construction of Efficient Designs for Discrete Choice Experiments / Warren F. Kuhfeld -- Structural Equation Modeling / Victoria Savalei & Peter M. Bentler -- Cluster Analysis and Factor Analysis / Subhash Sharma & Ajith Kumar -- Latent Structure Regression / Wayne S. DeSarbo, Wagner A. Kamakura & Michel Wedel -- Hierachical Bayes Models / Greg M. Allenby & Peter E. Rossi -- Hazard/Survival Models in Marketing / Pradeep K. Chintagunta & Xiaojing Dong -- An Introduction to Data Mining / Christopher R. Stephens & R. Sukumar [PART IV: Conceptual Applications] Ad Testing / Allan L. Baldinger & William A. Cook -- Modeling Marketing Mix / Gerard J. Tellis -- A Guide to the Design and Execution of Segmentation Studies / William R. Dillon & Soumen Mukherjee -- Measuring Brand Equity / Kevin Lane Keller -- Customer Satisfaction Research / Richard L. Oliver -- Measuring Customer Equity and Calculating Marketing ROI / Roland T. Rust, Katherine N. Lemon & Valarie A. Zeithaml -- Customer Lifetime Value / V. Kumar -- International Marketing Research / V. Kumar -- Marketing Management Support Systems and Their Implications for Marketing Research / Gerrit H. Van Bruggen & Berend Wierenga
9781412909976: £85.00 141290997X 9781412973384
2005037844
Marketing research.
Market research
Research & development management
/ .H286 2006
658.83
Formerly CIP.
Includes bibliographical references and index.
[PART I: Foundational Design] Trusted Adviser: How It Helps Lay the Foundations for Insights / Rajiv Grover & Marco Vriens -- Structuring Market Research Departments and Processes for Optimal Impact / Marco Vriens & Rajiv Grover -- What Do "Really Good" Managers and "Really Good" Researchers Want of One Another? / Lindsay Zaltman & Gerald Zaltman [PART II: Data Collection] Deep Engagement With Consumer Experience: Listening and Learning With Qualitative Data / Eric J. Arnould & Amber Epp -- Questionnaire Design and Scale Development / Naresh K. Malhotra -- Response Biases in Marketing Research / Hans Baumgartner & Jan-Benedict E. M. Steenkamp -- Online Marketing Research / Jeff Miller -- Advanced Techniques and Technologies in Online Research / Scott M. Smith, Jared Smith & Chad R. Allred -- Sampling and Weighting / Dan Mallett -- Dealing With Missing Data in Surveys and Databases / Marco Vriens & Sandip Sinharay [PART III: Analysis and Modeling] Basic Data Analysis / Scott M. Smith & Gerald S. Albaum -- Marketing Decision Support Models: The Marketing Engineering Approach / Gary L. Lilien & Arvind Rangaswamy -- Using Regression to Answer "What If" / Donald R. Lehmann -- Advanced Regression Models / Raghuram Iyengar & Sunil Gupta -- Conjoint Analysis: Understanding Consumer Decision Making / David Bakken & Curtis L. Frazier -- Construction of Efficient Designs for Discrete Choice Experiments / Warren F. Kuhfeld -- Structural Equation Modeling / Victoria Savalei & Peter M. Bentler -- Cluster Analysis and Factor Analysis / Subhash Sharma & Ajith Kumar -- Latent Structure Regression / Wayne S. DeSarbo, Wagner A. Kamakura & Michel Wedel -- Hierachical Bayes Models / Greg M. Allenby & Peter E. Rossi -- Hazard/Survival Models in Marketing / Pradeep K. Chintagunta & Xiaojing Dong -- An Introduction to Data Mining / Christopher R. Stephens & R. Sukumar [PART IV: Conceptual Applications] Ad Testing / Allan L. Baldinger & William A. Cook -- Modeling Marketing Mix / Gerard J. Tellis -- A Guide to the Design and Execution of Segmentation Studies / William R. Dillon & Soumen Mukherjee -- Measuring Brand Equity / Kevin Lane Keller -- Customer Satisfaction Research / Richard L. Oliver -- Measuring Customer Equity and Calculating Marketing ROI / Roland T. Rust, Katherine N. Lemon & Valarie A. Zeithaml -- Customer Lifetime Value / V. Kumar -- International Marketing Research / V. Kumar -- Marketing Management Support Systems and Their Implications for Marketing Research / Gerrit H. Van Bruggen & Berend Wierenga
9781412909976: £85.00 141290997X 9781412973384
2005037844
Marketing research.
Market research
Research & development management
/ .H286 2006
658.83