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.
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.
Richard P. Bagozzi is the Dwight F. Benton Professor of Behavioral Science in Management and Professor of Marketing at the School of Business Administration, the University of Michigan, USA.
Inhaltsangabe
List of Figures vii List of Tables ix List of Contributors xii Acknowledgments xiv Introduction xv 1 Advanced Topics in Structural Equation Models 1 2 Partial Least Squares 52 3 Multivariate Statistical Models for Categorical Data 79 4 The CHAID Approach to Segmentation Modeling: CHI-squared Automatic Interaction Detection 118 5 Cluster Analysis in Marketing Research 160 6 Latent Class Multidimensional Scaling: A Review of Recent Developments in the Marketing and Psychometric Literature 190 7 Conjoint Analysis 223 8 Multiple Correspondence Analysis 260 9 Latent Structure and Other Mixture Modles in Marketing: An Integrative Survey and Overview 295 10 A Review of Recent Developments in Latent Class Regression Modles 352 Index 389
List of Figures vii List of Tables ix List of Contributors xii Acknowledgments xiv Introduction xv 1 Advanced Topics in Structural Equation Models 1 2 Partial Least Squares 52 3 Multivariate Statistical Models for Categorical Data 79 4 The CHAID Approach to Segmentation Modeling: CHI-squared Automatic Interaction Detection 118 5 Cluster Analysis in Marketing Research 160 6 Latent Class Multidimensional Scaling: A Review of Recent Developments in the Marketing and Psychometric Literature 190 7 Conjoint Analysis 223 8 Multiple Correspondence Analysis 260 9 Latent Structure and Other Mixture Modles in Marketing: An Integrative Survey and Overview 295 10 A Review of Recent Developments in Latent Class Regression Modles 352 Index 389
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