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Handbook of Market Research

Editors: Homburg, Christian, Klarmann, Martin, Vomberg, Arnd (Eds.)

  • Covers a very broad spectrum of important market research methods, both quantitative and qualitative
  • Written by an experts market research
  • Provides an intuitive understanding of the material, including an application examples and the technical basis of the methods
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  • Due: 24 de Outubro de 2021
  • ISBN 978-3-319-57411-0
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About this book

In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on  experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered. 

About the authors

Prof. Christian Homburg is 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. Prof. Homburg has published numerous books and articles at the national as well as the international level. He belongs to the very few German management professors who have also gained an international reputation in their area of expertise. He is currently member of the editorial boards of 6 scientific journals in the United States and Germany. 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. In November 2012, Professor Homburg ranked first in the global ranking of the American Marketing Association which is based on the number of publications due to his research activity 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. 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. Previously, he worked as Professor of Marketing and Innovation at the School of Business and Economics at the University of Passau. Prof. Klarmann’s research focuses on a variety of issues, including sales management and personal selling, market orientation, marketing innovations, customer relationship management, B2B branding, and survey research methodology. His research has been published in several leading journals of the field, including the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing. Professor Klarmann has received several awards for his research, including an overall best paper award at the American Marketing Association’s Winter Educators’ Conference.
Prof. Arnd Vomberg is Assistant Professor for empirical research methods at the Chair of Business-to-Business Marketing, Sales and Pricing at the University of Mannheim. Prior to joining academia, Prof. Vomberg worked at BASF and HeidelbergCement AG. For his research performance, Prof. Vornberg has received the Award for Excellent Research Results in the Doctoral Thesis (awarded by "Stiftung Marketing" at the University of Mannheim) and the Ralph Alexander Dissertation Award (HR Division Academy of Management).

Buy this book

Print $999.99
price for Brazil
  • Customers within the U.S. and Canada please contact Customer Service at +1-800-777-4643, Latin America please contact us at +1-212-460-1500 (24 hours a day, 7 days a week). Pre-ordered printed titles are excluded from promotions.
  • Due: 24 de Outubro de 2021
  • ISBN 978-3-319-57411-0
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
Print + eBook $1,449.00
price for Brazil
  • Customers within the U.S. and Canada please contact Customer Service at +1-800-777-4643, Latin America please contact us at +1-212-460-1500 (24 hours a day, 7 days a week). Pre-ordered printed titles are excluded from promotions.
  • Due: 26 de Setembro de 2021
  • ISBN 978-3-319-57412-7
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
eReference $969.00
price for Brazil
  • The eBook version of this title will be available soon
  • Due: 26 de Setembro de 2021
  • ISBN 978-3-319-57413-4
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order

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Bibliographic Information

Bibliographic Information
Book Title
Handbook of Market Research
Editors
  • Christian Homburg
  • Martin Klarmann
  • Arnd Vomberg
Copyright
2021
Publisher
Springer International Publishing
Copyright Holder
Springer Nature Switzerland AG
Print ISBN
978-3-319-57411-0
Print + eBook ISBN
978-3-319-57412-7
eReference ISBN
978-3-319-57413-4
Edition Number
1
Number of Pages
1000
Topics

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