Quantitative Models in Marketing Research
Cambridge University Press, 8/9/2001
EAN 9780521801669, ISBN10: 0521801664
Hardcover, 222 pages, 25.3 x 17.5 x 1.9 cm
Language: English
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.
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.
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