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The handbook of marketing research [electronic resource] :uses, misuses, and future advances / edited by Rajiv Grover, Marco Vriens.

Contributor(s): Grover, Rajiv, 1953- | Vriens, Marco | Sage Publications | Sage eReference (Online service).
Material type: materialTypeLabelBookPublisher: Thousand Oaks : Sage Publications, c2006Description: 1 online resource (xi, 705 p.) : ill.ISBN: 9781412973380 (ebook); 1412973384 (ebook); 9781452261539 (electronic bk.); 1452261539 (electronic bk.).Subject(s): Marketing research | Marketing -- Recherche | Marktonderzoek | Marketingforschung | BUSINESS & ECONOMICS / Marketing / Research | Marketing researchGenre/Form: Electronic books.DDC classification: 658.8/3 Online resources: EBSCOhost
Contents:
Introduction : The changing world of marketing research / Rajiv Grover -- Acknowledgments -- Foundational design -- Trusted adviser : how it helps lay the foundations for insights / Rajiv Grover Marco Vriens -- Structuring market research departments and processes for optimal impact / Marco Vriens Rajiv Grover -- What do "Really Good" managers and "Really Good" researchers want of one another? / Lindsay Zaliman Gerald Zaltman -- Data collection -- Deep engagement with consumer experience : listening and learning with qualitative data / Eric J. Arnould Amber Epp -- Questionnaire design and scale development / Naresh K. Malhotra -- Response biases in marketing research / Hans Boumgartner Jan-Benedict E.M. Steenkamp -- Online marketing research / Jeff Miller -- Advanced techniques and technologies in online research / Scott M. Smith, Jared Smith, Chad R. Allred -- Sampling and weighting / Dan Mallett -- Dealing with missing data in surveys and databases / Marco Vriens Sandip Sinharay.
Analysis and modeling -- Basic data analysis / Scott M. Smith Gerald S. Albaum -- Marketing decison support models : the marketing engineering approach / Gary L. Lilien Arvind Rangaswamy -- Using regression to answer "what if" / Donald R. Lehmann -- Advanced regression models / Raghuram Iyengar Sunil Gupta -- Conjoint analysis : understanding consumer decision making / David Bakken Curtis L. Frazier -- Construction of efficient designs for discrete choice experiments / Warren F. Kuhfield -- Structural equation modeling / Victoria Savalei Peter M. Bentler -- Cluster analysis and factor analysis / Subhash Sharma Ajith Kumar -- Latent structure regression / Wayne S. DeSarbo, Wagner A. Kamakura, Michel Wedel -- Hierachical Bayes models / Greg M. Allenby Peer E. Rossi -- Hazard/survival models in marketing / Pradeep K. Chintagunta Xiaojing Dong -- An introduction to data mining / Christopher R. Stephens R. Sukumar.
Conceptual applications -- Ad testing / Allen L. Ballinger William A. Cook -- Modeling marketing mix / Gerard J. Tellis -- A guide to the design and execution of segmentation studies / William R. Dillon Soumen Mukherjee -- Measuring brand equity / Kevin Lane Keller -- Consumer satisfaction research / Richard L. Oliver -- Measuring customer equity and calculating marketing ROI / Roland T. Rust, Katherine N. Lemon, Valarie A. Zeithaml -- Customer lifetime value / V. Kumar -- International marketing research / V. Kumar -- Marketing management support systems and their implication for marketing research / Gerritt H. Van Bruggen Berend Wierenga -- Author index -- Subject index -- About the editors -- About the contributors.
Summary: 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.
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Includes bibliographical references and index.

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.

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.

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