Advances 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.
General
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