Advanced Methods of Marketing Research (Guides) - Softcover

Über die Autorin bzw. den Autor

Richard P. Bagozzi is the Dwight F. Benton Professor of Behavioral Science in Management and Professor of Marketing at the School of Business Administration, the University of Michigan, USA.

Von der hinteren Coverseite

Advanced Marketing Research is a companion volume to Richard Bagozzi's Principles of Marketing Research. It is intended for students on advanced marketing research courses at the graduate and postgraduate levels and on executive programs.

Topics covered include:

* Partial lease squares.

* Multivariate statistical models for categorical data.

* Cluster analysis in marketing research.

* Cojoint analysis.

Each chapter begins with a historical development of the topical area before moving on to advanced issues and coverage of latest developments. To aid students learning, questions and exercises are included throughout.

Aus dem Klappentext

Advanced Marketing Research is a companion volume to Richard Bagozzi's Principles of Marketing Research. It is intended for students on advanced marketing research courses at the graduate and postgraduate levels and on executive programs.

Topics covered include:

* Partial lease squares.

* Multivariate statistical models for categorical data.

* Cluster analysis in marketing research.

* Cojoint analysis.

Each chapter begins with a historical development of the topical area before moving on to advanced issues and coverage of latest developments. To aid students learning, questions and exercises are included throughout.