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The handbook of marketing research : uses, misuses, and future advances /
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.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor Corporativo: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Thousand Oaks :
Sage Publications,
©2006.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 245 | 0 | 4 | |a The handbook of marketing research : |b uses, misuses, and future advances / |c edited by Rajiv Grover, Marco Vriens. |
| 260 | |a Thousand Oaks : |b Sage Publications, |c ©2006. | ||
| 300 | |a 1 online resource (xi, 705 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 380 | |a Bibliography | ||
| 520 | 8 | |a 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. | |
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | 0 | |t Introduction : The changing world of marketing research / |r Rajiv Grover -- |t Acknowledgments -- |g pt. 1. |t Foundational design -- |g 1. |t Trusted adviser : how it helps lay the foundations for insights / |r Rajiv Grover |g and |r Marco Vriens -- |g 2. |t Structuring market research departments and processes for optimal impact / |r Marco Vriens |g and |r Rajiv Grover -- |g 3. |t What do "Really Good" managers and "Really Good" researchers want of one another? / |r Lindsay Zaliman |g and |r Gerald Zaltman -- |g pt. 2. |t Data collection -- |g 4. |t Deep engagement with consumer experience : listening and learning with qualitative data / |r Eric J. Arnould |g and |r Amber Epp -- |g 5. |t Questionnaire design and scale development / |r Naresh K. Malhotra -- |g 6. |t Response biases in marketing research / |r Hans Boumgartner |g and |r Jan-Benedict E.M. Steenkamp -- |g 7. |t Online marketing research / |r Jeff Miller -- |g 8. |t Advanced techniques and technologies in online research / |r Scott M. Smith, |r Jared Smith, |g and |r Chad R. Allred -- |g 9. |t Sampling and weighting / |r Dan Mallett -- |g 10. |t Dealing with missing data in surveys and databases / |r Marco Vriens |g and |r Sandip Sinharay. |
| 505 | 8 | 0 | |g pt. 3. |t Analysis and modeling -- |g 11. |t Basic data analysis / |r Scott M. Smith |g and |r Gerald S. Albaum -- |g 12. |t Marketing decison support models : the marketing engineering approach / |r Gary L. Lilien |g and |r Arvind Rangaswamy -- |g 13. |t Using regression to answer "what if" / |r Donald R. Lehmann -- |g 14. |t Advanced regression models / |r Raghuram Iyengar |g and |r Sunil Gupta -- |g 15. |t Conjoint analysis : understanding consumer decision making / |r David Bakken |g and |r Curtis L. Frazier -- |g 16. |t Construction of efficient designs for discrete choice experiments / |r Warren F. Kuhfield -- |g 17. |t Structural equation modeling / |r Victoria Savalei |g and |r Peter M. Bentler -- |g 18. |t Cluster analysis and factor analysis / |r Subhash Sharma |g and |r Ajith Kumar -- |g 19. |t Latent structure regression / |r Wayne S. DeSarbo, |r Wagner A. Kamakura, |g and |r Michel Wedel -- |g 20. |t Hierachical Bayes models / |r Greg M. Allenby |g and |r Peer E. Rossi -- |g 21. |t Hazard/survival models in marketing / |r Pradeep K. Chintagunta |g and |r Xiaojing Dong -- |g 22. |t An introduction to data mining / |r Christopher R. Stephens |g and |r R. Sukumar. |
| 505 | 8 | 0 | |g pt. 4. |t Conceptual applications -- |g 23. |t Ad testing / |r Allen L. Ballinger |g and |r William A. Cook -- |g 24. |t Modeling marketing mix / |r Gerard J. Tellis -- |g 25. |t A guide to the design and execution of segmentation studies / |r William R. Dillon |g and |r Soumen Mukherjee -- |g 26. |t Measuring brand equity / |r Kevin Lane Keller -- |g 27. |t Consumer satisfaction research / |r Richard L. Oliver -- |g 28. |t Measuring customer equity and calculating marketing ROI / |r Roland T. Rust, |r Katherine N. Lemon, |g and |r Valarie A. Zeithaml -- |g 29. |t Customer lifetime value / |r V. Kumar -- |g 30. |t International marketing research / |r V. Kumar -- |g 31. |t Marketing management support systems and their implication for marketing research / |r Gerritt H. Van Bruggen |g and |r Berend Wierenga -- |t Author index -- |t Subject index -- |t About the editors -- |t About the contributors. |
| 590 | |a eBooks on EBSCOhost |b EBSCO eBook Subscription Academic Collection - Worldwide | ||
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| 650 | 6 | |a Marketing |x Recherche. | |
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| 700 | 1 | |a Grover, Rajiv, |d 1953- |e editor. | |
| 700 | 1 | |a Vriens, Marco, |e editor. | |
| 710 | 2 | |a Sage Publications. | |
| 776 | 0 | 8 | |i Print version: |t Handbook of marketing research. |d Thousand Oaks : Sage Publications, ©2006 |z 141290997X |z 9781412909976 |w (DLC) 2005037844 |w (OCoLC)62766105 |
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