The handbook of marketing research: uses, misuses, and future advances
(eBook)

Book Cover
Contributors:
Grover, Rajiv, 1953- editor.
Vriens, Marco, editor.
Sage Publications.
Published:
Thousand Oaks : Sage Publications, ©2006.
Format:
eBook
ISBN:
9781412973380, 1412973384, 9781452261539, 1452261539, 141290997X, 9781412909976
Physical Desc:
1 online resource (xi, 705 pages) : illustrations
Status:
Available Online
Ebsco (CCU)
Description

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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APA Citation (style guide)

Grover, R., & Vriens, M. (2006). The handbook of marketing research: uses, misuses, and future advances. Thousand Oaks, Sage Publications.

Chicago / Turabian - Author Date Citation (style guide)

Grover, Rajiv, 1953- and Marco, Vriens. 2006. The Handbook of Marketing Research: Uses, Misuses, and Future Advances. Thousand Oaks, Sage Publications.

Chicago / Turabian - Humanities Citation (style guide)

Grover, Rajiv, 1953- and Marco, Vriens, The Handbook of Marketing Research: Uses, Misuses, and Future Advances. Thousand Oaks, Sage Publications, 2006.

MLA Citation (style guide)

Grover, Rajiv and Marco Vriens. The Handbook of Marketing Research: Uses, Misuses, and Future Advances. Thousand Oaks, Sage Publications, 2006.

Note! Citation formats are based on standards as of July 2022. Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy.
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Language:
English
UPC:
9781412909976, 10.4135/978-1-41297-338-4

Notes

Bibliography
Includes bibliographical references and index.
Description
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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Last File Modification TimeApr 05, 2024 09:21:04 PM
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MARC Record

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24504|a The handbook of marketing research :|b uses, misuses, and future advances /|c edited by Rajiv Grover, Marco Vriens.
260 |a Thousand Oaks :|b Sage Publications,|c ©2006.
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380 |a Bibliography
5208 |a 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.
504 |a Includes bibliographical references and index.
50500|t Introduction : The changing world of marketing research /|r Rajiv Grover --|t Acknowledgments --|g pt. 1.|t Foundational design --|g 1.|t Trusted adviser : how it helps lay the foundations for insights /|r Rajiv Grover|g and|r Marco Vriens --|g 2.|t Structuring market research departments and processes for optimal impact /|r Marco Vriens|g and|r Rajiv Grover --|g 3.|t What do "Really Good" managers and "Really Good" researchers want of one another? /|r Lindsay Zaliman|g and|r Gerald Zaltman --|g pt. 2.|t Data collection --|g 4.|t Deep engagement with consumer experience : listening and learning with qualitative data /|r Eric J. Arnould|g and|r Amber Epp --|g 5.|t Questionnaire design and scale development /|r Naresh K. Malhotra --|g 6.|t Response biases in marketing research /|r Hans Boumgartner|g and|r Jan-Benedict E.M. Steenkamp --|g 7.|t Online marketing research /|r Jeff Miller --|g 8.|t Advanced techniques and technologies in online research /|r Scott M. Smith,|r Jared Smith,|g and|r Chad R. Allred --|g 9.|t Sampling and weighting /|r Dan Mallett --|g 10.|t Dealing with missing data in surveys and databases /|r Marco Vriens|g and|r Sandip Sinharay.
50580|g pt. 3.|t Analysis and modeling --|g 11.|t Basic data analysis /|r Scott M. Smith|g and|r Gerald S. Albaum --|g 12.|t Marketing decison support models : the marketing engineering approach /|r Gary L. Lilien|g and|r Arvind Rangaswamy --|g 13.|t Using regression to answer "what if" /|r Donald R. Lehmann --|g 14.|t Advanced regression models /|r Raghuram Iyengar|g and|r Sunil Gupta --|g 15.|t Conjoint analysis : understanding consumer decision making /|r David Bakken|g and|r Curtis L. Frazier --|g 16.|t Construction of efficient designs for discrete choice experiments /|r Warren F. Kuhfield --|g 17.|t Structural equation modeling /|r Victoria Savalei|g and|r Peter M. Bentler --|g 18.|t Cluster analysis and factor analysis /|r Subhash Sharma|g and|r Ajith Kumar --|g 19.|t Latent structure regression /|r Wayne S. DeSarbo,|r Wagner A. Kamakura,|g and|r Michel Wedel --|g 20.|t Hierachical Bayes models /|r Greg M. Allenby|g and|r Peer E. Rossi --|g 21.|t Hazard/survival models in marketing /|r Pradeep K. Chintagunta|g and|r Xiaojing Dong --|g 22.|t An introduction to data mining /|r Christopher R. Stephens|g and|r R. Sukumar.
50580|g pt. 4.|t Conceptual applications --|g 23.|t Ad testing /|r Allen L. Ballinger|g and|r William A. Cook --|g 24.|t Modeling marketing mix /|r Gerard J. Tellis --|g 25.|t A guide to the design and execution of segmentation studies /|r William R. Dillon|g and|r Soumen Mukherjee --|g 26.|t Measuring brand equity /|r Kevin Lane Keller --|g 27.|t Consumer satisfaction research /|r Richard L. Oliver --|g 28.|t Measuring customer equity and calculating marketing ROI /|r Roland T. Rust,|r Katherine N. Lemon,|g and|r Valarie A. Zeithaml --|g 29.|t Customer lifetime value /|r V. Kumar --|g 30.|t International marketing research /|r V. Kumar --|g 31.|t Marketing management support systems and their implication for marketing research /|r Gerritt H. Van Bruggen|g and|r Berend Wierenga --|t Author index --|t Subject index --|t About the editors --|t About the contributors.
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