The handbook of marketing research : uses, misuses, and future advances /

Mostrar otras versiones (1)

Promoting the overarching business philosophy of customer/market focus, this book identifies such troubling trends as biased sample answers on long questionnaires, and 'professionals' whose job is to skew focus group responses.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor Corporativo: Sage Publications
Otros Autores: Grover, Rajiv, 1953- (Editor ), Vriens, Marco (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Thousand Oaks : Sage Publications, ©2006.
Temas:
Marketing research.
Marketing > Recherche.
BUSINESS & ECONOMICS > Marketing > Research.
Marketing research
Marketingforschung
Marktonderzoek.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Introduction : The changing world of marketing research / Rajiv Grover
  • Acknowledgments
  • pt. 1. Foundational design
  • 1. Trusted adviser : how it helps lay the foundations for insights / Rajiv Grover and Marco Vriens
  • 2. Structuring market research departments and processes for optimal impact / Marco Vriens and Rajiv Grover
  • 3. What do "Really Good" managers and "Really Good" researchers want of one another? / Lindsay Zaliman and Gerald Zaltman
  • pt. 2. Data collection
  • 4. Deep engagement with consumer experience : listening and learning with qualitative data / Eric J. Arnould and Amber Epp
  • 5. Questionnaire design and scale development / Naresh K. Malhotra
  • 6. Response biases in marketing research / Hans Boumgartner and Jan-Benedict E.M. Steenkamp
  • 7. Online marketing research / Jeff Miller
  • 8. Advanced techniques and technologies in online research / Scott M. Smith, Jared Smith, and Chad R. Allred
  • 9. Sampling and weighting / Dan Mallett
  • 10. Dealing with missing data in surveys and databases / Marco Vriens and Sandip Sinharay.
  • pt. 3. Analysis and modeling
  • 11. Basic data analysis / Scott M. Smith and Gerald S. Albaum
  • 12. Marketing decison support models : the marketing engineering approach / Gary L. Lilien and Arvind Rangaswamy
  • 13. Using regression to answer "what if" / Donald R. Lehmann
  • 14. Advanced regression models / Raghuram Iyengar and Sunil Gupta
  • 15. Conjoint analysis : understanding consumer decision making / David Bakken and Curtis L. Frazier
  • 16. Construction of efficient designs for discrete choice experiments / Warren F. Kuhfield
  • 17. Structural equation modeling / Victoria Savalei and Peter M. Bentler
  • 18. Cluster analysis and factor analysis / Subhash Sharma and Ajith Kumar
  • 19. Latent structure regression / Wayne S. DeSarbo, Wagner A. Kamakura, and Michel Wedel
  • 20. Hierachical Bayes models / Greg M. Allenby and Peer E. Rossi
  • 21. Hazard/survival models in marketing / Pradeep K. Chintagunta and Xiaojing Dong
  • 22. An introduction to data mining / Christopher R. Stephens and R. Sukumar.
  • pt. 4. Conceptual applications
  • 23. Ad testing / Allen L. Ballinger and William A. Cook
  • 24. Modeling marketing mix / Gerard J. Tellis
  • 25. A guide to the design and execution of segmentation studies / William R. Dillon and Soumen Mukherjee
  • 26. Measuring brand equity / Kevin Lane Keller
  • 27. Consumer satisfaction research / Richard L. Oliver
  • 28. Measuring customer equity and calculating marketing ROI / Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml
  • 29. Customer lifetime value / V. Kumar
  • 30. International marketing research / V. Kumar
  • 31. Marketing management support systems and their implication for marketing research / Gerritt H. Van Bruggen and Berend Wierenga
  • Author index
  • Subject index
  • About the editors
  • About the contributors.

Ejemplares similares