Advanced Marketing Research

  • ID: 2213358
  • Book
  • 428 Pages
  • John Wiley and Sons Ltd
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Advanced Marketing Research is a companion volume to Richard Bagozzi′sPrinciples 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.

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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.

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