Handbook of Market Research, 2 Teile

Data. Experiments in Market Research.- Field Experiments.- Design and Process of Survey Research.- Qualitative Market Research.- Challenges in Conducting International Market Research.- Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers.- Fusion Modeling.- Managing Data Quality.- Methods. Cluster Analysis.- Finite Mixture Models.- Factor Analysis.- Structural Equation Modeling.- Partial Least Squares Structural Equation Modeling.- Analysis of Variance.- Regression Analysis.- Multilevel Modeling.- Panel Data Analysis.- Logistic Regression and Discriminant Analysis.- Choice-based Conjoint Analysis.- Bayesian Models.- Automated text analysis.- Mediation Analysis in Experimental Research.- Exploiting Data from Quasi-Field Experiments.- Applications. Social Media Tracking.- Market Segmentation.- Measuring Customer Satisfaction and Customer Loyalty.- Assessing the Financial Impact of Brand Equity with Short Time-Series Data.- Measuring Sales Promotion Effectiveness.- Return on Media Models.- Preference Measurement.-  Willingness to pay.- Modeling Customer Lifetime Value, Retention, and Churn.

Prof. Christian Homburg holds the Chair of Business-to-Business Marketing, Sales and Pricing at the University of Mannheim. He is also Distinguished Professorial Fellow of the University of Manchester (UK) and Director of the Institute for Market-Oriented Management (IMU) at the University of Mannheim. He specializes in market-oriented management, customer relationship management, and sales management. Professor Homburg has published numerous books and articles at the national and international levels and has thus established a research portfolio that places him as one of the leading German management professors and most productive scholars in the marketing discipline. In 2019 and 2020, WirtschaftsWoche honored Professor Homburg for his Lifetime Achievement as the leading management professor in Germany, Austria, and Switzerland. He is currently a member of the editorial boards of five scientific journals in the United States and Europe. Since April 2011, he works as the first German area editor for the Journal of Marketing. Professor Homburg received several awards for his scientific research from the American Marketing Association, the world's leading scientific association in the area of marketing, and is the first European university professor to be honored as an AMA Fellow for his lifetime achievement in marketing research. In 2021, Professor Homburg ranked fourth in the American Marketing Association's global ranking, which is based on the number of publications in the most important marketing journals. Prior to his academic career, Professor Homburg was Director of marketing, controlling, and strategic planning in an industrial company that operates globally. xv In addition to his academic position, he is Chairman of the scientific advisory committee of Homburg & Partner, an international management consultancy.Prof. Martin Klarmann is Professor of Marketing at the Karlsruhe Institute of Technology (KIT), Germany. Professor Klarmann's research is centered