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Table of contents

  1. Jan R. Landwehr
  2. Ashlee Humphreys
  3. Thomas Otter
  4. Andreas Engelen, Monika Engelen, C. Samuel Craig
  5. Felix Eggers, Henrik Sattler, Thorsten Teichert, Franziska Völckner
  6. Thomas Reutterer, Daniel Dan
  7. Torsten Bornemann, Stefan Hattula
  8. Veronica Valli, Florian Stahl, Elea McDonnell Feit
  9. Sonja Gensler
  10. Elea McDonnell Feit, Eric T. Bradlow
  11. Sebastian Tillmanns, Manfred Krafft
  12. Nicole Koschate-Fischer, Elisabeth Schwille
  13. Herbert Castéran, Lars Meyer-Waarden, Werner Reinartz
  14. Marko Sarstedt, Christian M. Ringle, Joseph F. Hair
  15. Bernd Skiera, Jochen Reiner, Sönke Albers
  16. Dominique M. Hanssens
  17. Wiebke Klingemann, Ju-Young Kim, Kai Dominik Füller

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 Nature Switzerland AG 2020
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Online ISBN 978-3-319-05542-8
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