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

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.

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.

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