Handbook of Market Research

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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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ISBN 9783319574127
Sprache Englisch
Ausgabe 1st ed. 2022
Erscheinungsdatum 04.12.2021
Umfang 1112 Seiten
Genre Wirtschaft/Werbung, Marketing
Verlag Springer International Publishing
Herausgegeben von Christian Homburg, Martin Klarmann, Arnd Vomberg
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