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Handbook of Market Research,Used
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In this handbook, internationally renowned scholars outline the current stateoftheart of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their reallife applications. Aspects covered include topics on datarelated issues, methods, and applications. Datarelated topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Methodoriented 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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