Quantitative models in marketing research
著者
書誌事項
Quantitative models in marketing research
Cambridge University Press, 2010, c2001
- : pbk
大学図書館所蔵 全9件
注記
"First paperback printing 2010" -- T. p. verso
"Paperback re-issue" -- Backcover
Includes bibliographical references (p. 196-201) and index
内容説明・目次
内容説明
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.
目次
- 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.
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