The Handbook of Marketing Research: Uses, Misuses, and Future Advances

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Rajiv Grover, Marco Vriens
SAGE, Jun 23, 2006 - Business & Economics - 705 pages
"The handbook addresses different aspects and ways of delivering insights in four sections. The first part of the book focuses on the insights topic. It addresses what kind of information could be believed as insights by clients; how such insights can be generated by individual marketing researchers as trusted advisors at the project level; and how insights can be routinely produced at the marketing research organizational level. The second part of the book discusses techniques of gathering accurate data that is capable of yielding insights. It presents traditional quantitative data gathering techniques, innovative qualitative techniques as well as emerging online methods. It also details how accuracy and representativeness of data can be ensured through minimization of response bias, utilization of proper sampling techniques, weighting of data, and appropriate treatment of missing data. Part three of the book is devoted to data analysis. Starting with basic data analysis techniques, the section presents advanced analytics techniques which have a greater chance of producing market insights. These include models such as Logit, Tobit, Probit, Conjoint, Discrete Choice, Latent Structure Regression, Structural Equation, Hazard/Survival, Hierarchical Bayes, and Data Mining. This section also includes a chapter on the basic philosophy of mathematical and statistical models and their use in marketing for decision support systems. The final part of the book takes a different approache to marketing research. It is structured based on the substantial marketing issues that clients would be interested in resolving through marketing research. This part has topics on modeling and testing advertising and other marketing mix variables, and conceptualization and measurement of segmentation, brand equity, satisfaction, customer lifetime value, and marketing ROI. The section concludes with chapters on international marketing research and marketing management support system." -- BACK COVER.
 

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Contents

How It Helps Lay the Foundations for Insights
3
Structuring Market Research
18
What Do Really Good Managers
33
Questionnaire Design and Scale Development
83
Response Biases in Marketing Research
95
Online Marketing Research
110
Advanced Techniques and Technologies in Online Research
132
Sampling and Weighting
159
Latent Structure Regression
394
Hierarchical Bayes Models
418
HazardSurvival Models in Marketing
441
An Introduction to Data Mining
455
Ad Testing
487
Modeling Marketing Mix
506
A Guide to the Design and Execution of Segmentation Studies
523
Measuring Brand Equity
546

Dealing With Missing Data in Surveys and Databases
178
Basic Data Analysis
195
The Marketing Engineering Approach
230
Using Regression to Answer What If
255
Advanced Regression Models
267
Understanding Consumer Decision Making
288
Construction of Efficient Designs for Discrete Choice Experiments
312
Structural Equation Modeling
330
Cluster Analysis and Factor Analysis
365
Customer Satisfaction Research
569
Measuring Customer Equity and Calculating Marketing ROI
588
Customer Lifetime Value
602
International Marketing Research
628
Marketing Management Support Systems
646
Author Index
669
Subject Index
679
About the Editors
699
Copyright

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About the author (2006)

Dr. Rajiv Grover is the Head of the Marketing Department and holder of the Terry Chair of Marketing at the Terry College of Business, The University of Georgia in Athens, Georgia. The Department of Marketing houses the unique Master of Marketing Research program, and through the Department’s Center of Marketing Studies it conducts several executive programs in Marketing Research. Dr. Grover has received several honors for his research and teaching efforts including the O'Dell award for the best paper in the Journal of Marketing Research and the Hugh O. Nourse Outstanding MBA Teacher Award. He received a Ph.D. degree in Marketing from the University of Massachusetts at Amherst; an MBA degree from Indian Institute of Management, Calcutta; and an Electronics Engineering BTech degree from IIT, Kharagpur.

Dr. Marco Vriens is Group Research Manager at Microsoft Corp. Prior to joining Microsoft, he was the Chief Research Officer at Millward Brown IntelliQuest and Sr. Vice President at Research International. Prior to that, he was Professor of Marketing Research at the University of Groningen in the Netherlands. He has co-authored seminal papers on market segmentation, conjoint analysis, and choice modeling. His current interests are in the areas of strategic market research and market research organizational issues. Dr. Vriens has published more than 50 papers in a wide variety of journals. He has received several Best Paper awards including the David K. Hardin memorial award. He is also author of Conjoint Analysis in Marketing (University of Groningen, 1995). He has been a consultant to many leading companies such as IBM, Intel, Dell, and Philips. He received his Masters in Psychology in 1987 from Leyden University and his Ph.D. in Business Administration from the University of Groningen (1995).

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