LEADER 04122nam 22006495 450 001 9910512167503321 005 20230822193148.0 010 $a3-319-57413-2 024 7 $a10.1007/978-3-319-57413-4 035 $a(MiAaPQ)EBC6821473 035 $a(Au-PeEL)EBL6821473 035 $a(CKB)19968559500041 035 $a(DE-He213)978-3-319-57413-4 035 $a(PPN)259388211 035 $a(EXLCZ)9919968559500041 100 $a20211202d2022 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aHandbook of Market Research /$fedited by Christian Homburg, Martin Klarmann, Arnd Vomberg 205 $a1st ed. 2022. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2022. 215 $a1 online resource (1108 pages) 311 08$aPrint version: Homburg, Christian Handbook of Market Research Cham : Springer International Publishing AG,c2022 9783319574110 327 $aData. Experiments in Market Research -- Field Experiments -- Design and Process of Survey Research -- Qualitative Market Research -- Challenges in Conducting International Market Research -- Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers -- Fusion Modeling -- Managing Data Quality -- Methods. Cluster Analysis -- Finite Mixture Models -- Factor Analysis -- Structural Equation Modeling -- Partial Least Squares Structural Equation Modeling -- Analysis of Variance -- Regression Analysis -- Multilevel Modeling -- Panel Data Analysis -- Logistic Regression and Discriminant Analysis -- Choice-based Conjoint Analysis -- Bayesian Models -- Automated text analysis -- Mediation Analysis in Experimental Research -- Exploiting Data from Quasi-Field Experiments -- Applications. Social Media Tracking -- Market Segmentation -- Measuring Customer Satisfaction and Customer Loyalty -- Assessing the Financial Impact of Brand Equity with Short Time-Series Data -- Measuring Sales Promotion Effectiveness -- Return on Media Models -- Preference Measurement -- Willingness to pay -- Modeling Customer Lifetime Value, Retention, and Churn. 330 $aIn this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered. . 606 $aMarketing 606 $aSales management 606 $aManagement 606 $aBusiness 606 $aManagement science 606 $aMarketing 606 $aSales and Distribution 606 $aManagement 606 $aBusiness and Management 615 0$aMarketing. 615 0$aSales management. 615 0$aManagement. 615 0$aBusiness. 615 0$aManagement science. 615 14$aMarketing. 615 24$aSales and Distribution. 615 24$aManagement. 615 24$aBusiness and Management. 676 $a658.8 702 $aHomburg$b Christian$f1962- 702 $aKlarmann$b Martin 702 $aVomberg$b Arnd 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910512167503321 996 $aHandbook of Market Research$92539796 997 $aUNINA