tailieunhanh - Quantitative Models in Marketing Research Chapter 1

1 Introduction and outline of the book. Recent advances in data collection and data storage techniques enable marketing researchers to study the characteristics of many actual transactions and purchases, that is, revealed preference data. | 11 Quantitative models in marketing research Philip Hans Franses Richard Paap Cambridge more information - 0521801664 This page intentionally left blank Quantitative Models in Marketing Research Recent advances in data collection and data storage techniques enable marketing researchers to study the characteristics of a large range of transactions and purchases in particular the effects of household-specific characteristics and marketing-mix variables. This book presents the most 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 howto apply the techniques as well as understand the latest methodological developments in the academic literature. Pathways are offered in the book for students and practitioners with differing statistical and mathematical skill levels although a basic knowledge of elementary numerical techniques is assumed. philip hans franses is Professor of Applied Econometrics affiliated with the Econometric Institute and Professor of Marketing Research affiliated with the Department of Marketing and Organization both at Erasmus University Rotterdam. He has written successful textbooks in time series analysis. richard paap is Postdoctoral Researcher with the Rotterdam Institute for Business Economic Studies at Erasmus University Rotterdam. His research interests cover applied macro- econometrics Bayesian statistics time series analysis and marketing .