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

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
• 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
• 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
• 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

About the author

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).

Bibliographic information

• Title: The Handbook of Marketing Research: Uses, Misuses, and Future Advances
• Editors: Rajiv Grover, Marco Vriens
• Contributors: Sage Publications, inc, Sage eReference (Online service)
• Edition: illustrated
• Publisher: SAGE, 2006
• ISBN: 141290997X, 9781412909976
• Length: 705 pages
• Subjects: Business & Economics / Marketing / Research