Advanced Methods of Marketing Research (Paperback)
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|" Advanced Marketing Research is a companion volume to Richard Bagozzi''s " Principles of Marketing Research . It is intended for students on advanced marketing research courses at the graduate and postgraduate levels and on executive programs. |
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.
From the Publisher:
Contains summaries of the most sophisticated research techniques found in the discipline, for graduate and postgraduate students and executives. Contributors focus on the history of the methods, their assumptions and content, and provide examples. Topics covered include structural equation models, cluster analysis, multidimensional scaling, and chi-square interaction detection for market segmentation. Includes questions and exercises. Annotation copyright Book News, Inc. Portland, Or.