CHOICE MAGAZINE Outstanding Academic Title for 2007
‘
In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text. I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book.’
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Guldem Gokcek, JOURNAL OF MARKETING
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. Divided into four parts, the
Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Key Features:
- Appeals to users as well as suppliers of marketing research: Comprehensive topics in marketing research (such as philosophy, techniques, and applications) are delivered in a reader-friendly, applications-oriented, and non-mathematical fashion.
- Covers many cutting-edge techniques of data collection and analysis: Traditional quantitative techniques, innovative qualitative techniques, and emerging online methods are presented.
- Provides a broad range of current ideas and applications: The contributors address models of the impact of marketing mix variables, segmentation, brand equity, satisfaction, customer lifetime value, and marketing ROI. Chapters on international marketing research and marketing management support systems are also included.
Cuprins
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. Advance 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. De Sarbo, Wagner A. Kamakura, and Michel Wedel
20. Hierachical 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
Author Index
Subject Index
About the Editors
About the Contributors
Despre autor
Dr. Marco Vriens is Group Research Manager at Microsoft Corp. Prior to joining Microsoft, he was the Chief Research Officer at Millward Brown Intelli Quest and Sr. Vice President at Research International. Prior to that, he was Professor of Marketing Research at the University of Groningen in the Netherlands. He has co-authored seminal papers on market segmentation, conjoint analysis, and choice modeling. His current interests are in the areas of strategic market research and market research organizational issues. Dr. Vriens has published more than 50 papers in a wide variety of journals. He has received several Best Paper awards including the David K. Hardin memorial award. He is also author of Conjoint Analysis in Marketing (University of Groningen, 1995). He has been a consultant to many leading companies such as IBM, Intel, Dell, and Philips. He received his Masters in Psychology in 1987 from Leyden University and his Ph.D. in Business Administration from the University of Groningen (1995).
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