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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9783319574110
· 쪽수 : 1112쪽
목차
Data. Experiments in Market Research.- Field Experiments.- Design and Process of Survey Research.- Qualitative Market Research.- Challenges in Conducting International Market Research.- Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers.- Fusion Modeling.- Managing Data Quality.- Methods. Cluster Analysis.- Finite Mixture Models.- Factor Analysis.- Structural Equation Modeling.- Partial Least Squares Structural Equation Modeling.- Analysis of Variance.- Regression Analysis.- Multilevel Modeling.- Panel Data Analysis.- Logistic Regression and Discriminant Analysis.- Choice-based Conjoint Analysis.- Bayesian Models.- Automated text analysis.- Mediation Analysis in Experimental Research.- Exploiting Data from Quasi-Field Experiments.- Applications. Social Media Tracking.- Market Segmentation.- Measuring Customer Satisfaction and Customer Loyalty.- Assessing the Financial Impact of Brand Equity with Short Time-Series Data.- Measuring Sales Promotion Effectiveness.- Return on Media Models.- Preference Measurement.- Willingness to pay.- Modeling Customer Lifetime Value, Retention, and Churn.