Handbook of market research

Publisher: Homburg, Christian ; Klarmann, Martin ; Vomberg, Arnd
DOI: https://doi.org/10.1007/978-3-319-05542-8
URL: https://link.springer.com/referencework/10.1007/97...
Document Type: Book
Year of publication: 2020
Book title: Handbook of Market Research
Place of publication: Cham
Publishing house: Springer
ISBN: 978-3-319-05542-8
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Keywords (English): data analytics , market research methods , neural networks , qualitative market research , survey design
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.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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