Review of Marketing Research : Volume 2

ISBN-13: 9780765613059 / Angielski / Twarda / 2005 / 256 str.

Naresh K. Malhotra

Opis

The Review of Marketing Research annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians. Unlike other research publications in the field that impose rigid limitations on the length of articles, RMR publishes longer chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, emerging trends, international developments, guidelines for implementation, and suggestions for further theory development and testing. Edited by Narash K. Malhotra along with a distinguished Editorial Review Board drawn from the leading figures in marketing research and theory, the annual Review of Marketing Research volumes include approximately 7-8 chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range of current marketing research methodologies. No marketing bookshelf or library will be complete without this annual series.

Spis treści

1. Consumer Action: Automaticity, Purposiveness, and Self-Regulation 2. Looking through the Crystal Ball: Affective Forecasting and Misforecasting in Consumer Behavior 3. Consumer use of the Internet in Search for Automobiles: Literature Review, a Conceptual Framework, and an Empirical Investigation 4. Categorization: A Review and an Empirical Investigation of the Evaluation Formation Process 5. Individual-Level Determinants of Consumers' Adoption and Usage of Technological Innovations: A Propositional Inventory 6. The Metrics Imperative: Making Marketing Matter 7. Multilevel, Hierarchical Linear Models and Marketing: This is Not Your Adviser's OLS Model

O autorze

Naresh K. Malhotra