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Quantitative Models in Marketing Research

Autor Philip Hans Franses, Richard Paap
en Limba Engleză Paperback – 9 iun 2010
Advances in data collection and data storage techniques have enabled marketing researchers to study the individual characteristics of a large range of transactions and purchases, in particular the effects of household-specific characteristics. This 2001 book presents important and practically relevant quantitative models for marketing research. Each model is presented in detail with a self-contained discussion, which includes: a demonstration of the mechanics of the model, empirical analysis, real world examples, and interpretation of results and findings. The reader of the book will learn how to apply the techniques, as well as understand the methodological developments in the academic literature. Pathways are offered in the book for students and practitioners with differing numerical skill levels; a basic knowledge of elementary numerical techniques is assumed.
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Paperback (1) 31538 lei  6-8 săpt.
  Cambridge University Press – 9 iun 2010 31538 lei  6-8 săpt.
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  Cambridge University Press – 8 aug 2001 67950 lei  6-8 săpt.

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Specificații

ISBN-13: 9780521143653
ISBN-10: 0521143659
Pagini: 224
Ilustrații: 25 tables
Dimensiuni: 170 x 244 x 12 mm
Greutate: 0.36 kg
Editura: Cambridge University Press
Colecția Cambridge University Press
Locul publicării:Cambridge, United Kingdom

Cuprins

List of figures; List of tables; Preface; 1. Introduction and outline of the book; 2. Features of marketing research data; 3. A continuous dependent variable; 4. A binomial dependent variable; 5. An unordered multinomial dependent variable; 6. An ordered multinomial dependent variable; 7. A limited dependent variable; 8. A duration dependent variable; Appendix; Bibliography; Author index; Subject index.

Recenzii

Review of the hardback: 'The senior author is a well-known and highly respected applied econometrician working on marketing problems. Quantitative Models in Marketing Research reflects the authors' expertise and experience to provide concise coverage of an underused set of useful marketing tools. I recommend that marketing scientists have this book on their bookshelves.' Journal of Marketing Research

Descriere

This 2001 book presents important and practically relevant quantitative models used for marketing research.