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.
| Автор-организация: | Sage Publications., Sage eReference (Online service) |
|---|---|
| Други автори: | Grover, Rajiv, 1953-, Vriens, Marco. |
| Формат: | Електронна книга |
| Език: | English |
| Публикувано: |
Thousand Oaks :
Sage Publications,
℗♭2006.
|
| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=474707 |
| Подобни документи: |
Print version::
Handbook of marketing research. |
Съдържание:
- 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.