Handbook of Market Research

  • Christian Homburg
  • Martin Klarmann
  • Arnd Vomberg
Living reference work

Table of contents

  1. Dominique M. Hanssens
  2. Sonja Gensler
  3. Marko Sarstedt, Christian M. Ringle, Joseph F. Hair
  4. Jan R. Landwehr
  5. Sebastian Tillmanns, Manfred Krafft
  6. Herbert Castéran, Lars Meyer-Waarden, Werner Reinartz
  7. Veronica Valli, Florian Stahl, Elea McDonnell Feit
  8. Andreas Engelen, Monika Engelen, C. Samuel Craig

About this book

Introduction

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-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.

Keywords

Data Analytics Market Research Methods Neural Networks Qualitative Market Research Survey Design

Editors and affiliations

  • Christian Homburg
    • 1
  • Martin Klarmann
    • 2
  • Arnd Vomberg
    • 3
  1. 1.Universität MannheimMannheimGermany
  2. 2.Inst. Informations Systems and Marketing Marketing & Sales Research GroupKarlsruher Institut für TechnologieKarlsruheGermany
  3. 3.LS für ABWL und Marketing IUniversität MannheimMannheimGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-05542-8
  • Copyright Information Springer International Publishing AG 2017
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Online ISBN 978-3-319-05542-8