Table of contents

  1. Jan R. Landwehr
  2. Wanxin Wang, Gokhan Yildirim
  3. Ashlee Humphreys
  4. Thomas Otter
  5. Andreas Engelen, Monika Engelen, C. Samuel Craig
  6. Felix Eggers, Henrik Sattler, Thorsten Teichert, Franziska Völckner
  7. Thomas Reutterer, Daniel Dan
  8. Torsten Bornemann, Stefan Hattula
  9. Martin Artz, Hannes Doering
  10. Veronica Valli, Florian Stahl, Elea McDonnell Feit
  11. Sonja Gensler
  12. Elea McDonnell Feit, Eric T. Bradlow
  13. Sebastian Tillmanns, Manfred Krafft
  14. Tobias Schlager, Markus Christen
  15. Sebastian Hohenberg, Wayne Taylor
  16. Nicole Koschate-Fischer, Elisabeth Schwille

About this book


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.


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

Editors and affiliations

  • Christian Homburg
    • 1
  • Martin Klarmann
    • 2
  • Arnd E. Vomberg
    • 3
  1. 1.Universität MannheimMannheimGermany
  2. 2.Inst. Informations Systems and Marketing Marketing & Sales Research GroupKarlsruher Institut für TechnologieKarlsruheGermany
  3. 3.Faculty of Economics and BusinessUniversity of GroningenGroningenThe Netherlands

About the editors

Prof. Christian Homburg is director of the Institute for Market-Oriented Management (IMU) at the University of Mannheim. He specializes in
market-oriented management, customer relationship management and sales management. Prof. Homburg has published numerous books and
articles at the national as well as the international level. He belongs to the very few German management professors who have also gained an
international reputation in their area of expertise. He is currently member of the editorial boards of 6 scientific journals in the United States and
Germany. Since April 2011 he works as the first German area editor for the Journal of Marketing. Professor Homburg received several awards for his scientific research from the American Marketing Association, the world's leading scientific association in the area of marketing. In November 2012, Professor Homburg ranked first in the global ranking of the American Marketing Association which is based on the number of publications due to his research activity in the most important marketing journals.
Prior to his academic career Professor Homburg was director of marketing, controlling and strategic planning in an industrial company that operates globally. In addition to his academic position he is chairman of the scientific advisory committee of Homburg & Partner, an international management consultancy.

Prof. Martin Klarmann is Professor of Marketing at the Karlsruhe Institute of Technology (KIT), Germany. Previously, he worked as Professor of Marketing and Innovation at the School of Business and Economics at the University of Passau. Prof. Klarmann’s research focuses on a variety of issues, including sales management and personal selling, market orientation, marketing innovations, customer relationship management, B2B branding, and survey research methodology. His research has been published in several leading journals of the field, including the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing. Professor Klarmann has received several awards for his research, including an overall best paper award at the American Marketing Association’s Winter Educators’ Conference.

Prof. Arnd Vomberg is an Associate Professor at the Marketing Department of the University of Groningen. Previously, he was an Assistant Professor for Empirical Methods at the University of Mannheim. Professor Vomberg’s research focuses on digital marketing and marketing transformation. He studies omnichannel strategies, online pricing, marketing automation, agile transformation, marketing technology, and marketing’s impact on employees. His research has been published in several leading journals of the field, including Journal of Marketing, Journal of Marketing Research, Strategic Management Journal, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing. Professor Vomberg has received several awards for his research, including the Ralph Alexander Best Dissertation Award from the Academy of Management.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences