Handbook of Market Research

In 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-rela...

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Bibliographic Details
Other Authors: Homburg, Christian (Editor), Klarmann, Martin (Editor), Vomberg, Arnd (Editor)
Format: eBook
Published: Cham Springer International Publishing 2022, 2022
Edition:1st ed. 2022
Online Access:
Collection: Springer eBooks 2005- - Collection details see MPG.ReNa
Table of Contents:
  • Data. 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