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Handbook of market research / Christian Homburg, Martin Klarmann, Arnd Vomberg, editors.
Springer Nature - Springer Reference Module Humanities and Social Sciences eBooks 2022 Available online
View online- Format:
- Book
- Language:
- English
- Subjects (All):
- Marketing research--Handbooks, manuals, etc.
- Marketing research.
- Genre:
- Electronic books.
- Handbooks and manuals.
- Physical Description:
- 1 online resource (1108 pages)
- Place of Publication:
- Cham, Switzerland : Springer, [2022]
- Summary:
- In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.
- Contents:
- Intro
- Preface
- List of Reviewers
- Contents
- About the Editors
- Contributors
- Part I: Data
- Experiments in Market Research
- Introduction
- Experimentation and Causality
- Experimental Design
- Definition of the Research Question
- Determination and Operationalization of the Sources of Variation
- Independent Variable(s)
- Extraneous Variables
- Definition and Operationalization of the Measured Response-Variables
- Operationalization of the Dependent Variable(s)
- Mediators
- Decision About the Environmental Setting
- Laboratory Experiments
- Field Experiments
- Online Experiments
- Determination of the Experimental Units and Assignment to Treatments
- Number of Participants and Sampling Procedure
- Incentivization of Participants
- Assigning Participants to Experimental Treatments
- Preliminary Testing
- Exemplary Experimental Study
- Ethical Issues in Experimental Research
- Conclusion
- References
- Field Experiments
- Motivation
- Defining a Field Experiment
- Defining an Experiment
- Lab Versus Field Experiments
- Key Features of Field Experiments
- Online Experiments
- Experimentation: Causal Inference and Generalizability
- Estimating the Causal Effect of a Treatment
- The Average Treatment Effect
- Causality and Internal Validity
- Generalizability of Findings and External Validity
- Sample Size
- Experimental Design and Multivariate Experiments
- Examples of Field Experiments
- Case Studies
- Field Experiments in Business
- Field Experiments in the Academic Literature
- Conclusions
- Cross-References
- Crafting Survey Research: A Systematic Process for Conducting Survey Research
- Introduction: Relevance of Survey Research
- Understanding Survey Bias
- Fundamentals of Survey Research
- Psychology of Survey Response
- Measurement Theory
- Reliability and Validity: Fundamentals
- Reliability and Validity: Implications for Survey Research
- Sources of Systematic Errors in Survey Research: Measurement Errors
- Common Method Bias
- Key Informant Bias
- Social Desirability
- Response Styles
- Sources of Systematic Errors in Survey Research: Representation Errors
- Non-sampling Bias
- Non-response Bias
- Survey Research Process
- Selection of Research Variables
- Which Relationships Are of Particular Interest?
- Selection of Survey Method
- Should Data be Collected Personally, by Telephone, in Written Form, or as an Online Survey?
- How Can Data Be Collected in an Online Context?
- Questionnaire Design
- Decision About the Survey Content
- What Are the Key Phenomena that Should Be Addressed in the Survey?
- What Phenomena Should Be Measured for Control Purposes?
- How Many Phenomena Can Be Included?
- Decisions About the Question Content
- What Questions about a Certain Phenomenon Should Be Asked?
- Notes:
- Are the Respondents Sufficiently Knowledgeable to Answer the Questions?
- Includes index.
- Online resource; title from PDF title page (SpringerLink, viewed December 15, 2021).
- Other Format:
- Print version: Homburg, Christian. Handbook of Market Research.
- ISBN:
- 9783319574134
- 3319574132
- 9783319574127
- 3319574124
- OCLC:
- 1288211615
- Access Restriction:
- Restricted for use by site license.
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