Quantitative Models in Marketing Research

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Richard Paap Philip Hans FransesCambridge University Press, 8/9/2001EAN 9780521801669, ISBN10: 0521801664Hardcover, 222 pages, 25.3 x 17.5 x 1.9 cmLanguage: EnglishAdvances 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.List of figuresList of tablesPreface1. Introduction and outline of the book2. Features of marketing research data3. A continuous dependent variable4. A binomial dependent variable5. An unordered multinomial dependent variable6. An ordered multinomial dependent variable7. A limited dependent variable8. A duration dependent variableAppendixBibliographyAuthor indexSubject index.Review of the hardback: 'The senior author is a well-known and highly respected applied econometrician working on marketing problems. Quantitative Models in Marketing Research reflects the authors' expertise and experience to provide concise coverage of an underused set of useful marketing tools. I recommend that marketing scientists have this book on their bookshelves.' Journal of Marketing Research Show more