Advanced Marketing Research

ISBN-13: 9781557865496 / Angielski / Miękka / 1994 / 432 str.

Richard P. Bagozzi

Opis

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.
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.

Recenzje

"Summaries of the most sophisticated research techniques." Book News

Spis treści

1. Advanced Topics in Structural Equation Models: Richard P. Bagozzi and Youjae yi.

2. Partial Least Squares: Claes Fornell.

3. Multidimensional Scaling: Wayne De Sarbo.

4. Cluster Analyses: Phipps Arabie.

5. Correspondence Analysis: Donna Hoffman.

6. Cojoint Analysis: Jordan Louviere.

7. Multivariate Analysis of Qualitative Data: Jay Magidson and David Rindskopf.

8. Chi–Square Interaction Detection: Hay Magidson.

9. Latent Class Analysis: William Dillan.

10. Research Utilization: Gerald Zaltman.

O autorze

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.

Blurb

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.