The Handbook of Marketing Research: Uses, Misuses, and Future Advances

Editors: Grover, Rajiv and Vriens, Marco
Publication Year: 2006
Publisher: SAGE Publications

Single-User Purchase Price: $231.00
Unlimited-User Purchase Price: $346.50
ISBN: 978-1-4129-0997-6
Category: Business, Finance & Economics - Marketing
Image Count: 162
Book Status: Available
Table of Contents

The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.

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Table of Contents

  • Introduction: The Changing World of Marketing Research - Rajiv Grover
  • Acknowledgments
  • Part I: 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 Zaltman and Gerald Zaltman
  • Part II: 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 Baumgartner 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
  • Part III: Analysis and Modeling
  • 11. Basic Data Analysis - Scott M. Smith and Gerald S. Albaum
  • 12. Marketing Decision 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. Kuhfeld
  • 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. Hierarchical Bayes Models - Greg M. Allenby and Peter 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
  • Part IV: Conceptual Applications
  • 23. Ad Testing - Allan L. Baldinger 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. Customer 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 Implications for Marketing Research - Gerrit H. Van Bruggen and Berend Wierenga
  • About the Editors
  • About the Contributors