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Название Handbook of market research
Другие авторы Homburg Christian; Klarmann Martin; Vomberg Arnd
Выходные сведения Cham: Springer, 2018
Коллекция Электронные книги зарубежных издательств; Общая коллекция
Тематика методы исследования; качество; рынок; справочники
ББК 65.291.31я2
Тип документа Другой
Тип файла Другой
Язык Английский
Права доступа Доступ по паролю из сети Интернет (чтение, печать)
Ключ записи RU\SPSTU\edoc\54711
Дата создания записи 26.10.2018

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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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