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Handbook of Market Research

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

  • Guides students and practitioners through the state-of-the-art quantitative and qualitative market research methods
  • Provides an intuitive understanding of the material
  • Includes clear application examples for relevant topics
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Buy this book

Print + eBook 1.559,99 €
price for Spain (gross)
  • Currently this title cannot be preordered through the webshop. Please contact our Customer Service by e-mail (Customerservice@springernature.com) or via phone: (+49 6221 3450) to preorder.
  • Due: December 11, 2021
  • ISBN 978-3-319-57412-7
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • The final prices may differ from the prices shown due to specifics of VAT rules
eReference 641,99 €
price for Spain (gross)
  • The eBook version of this title will be available soon
  • Due: December 11, 2021
  • ISBN 978-3-319-57413-4
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
Print 623,99 €
price for Spain (gross)
  • Due: December 11, 2021
  • ISBN 978-3-319-57411-0
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • The final prices may differ from the prices shown due to specifics of VAT rules
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 an Associate Professor at the Marketing Department of the University of Groningen. Previously, he was an Assistant Professor for Empirical Methods at the University of Mannheim. Professor Vomberg’s research focuses on digital marketing and marketing transformation. He studies omnichannel strategies, online pricing, marketing automation, agile transformation, marketing technology, and marketing’s impact on employees. His research has been published in several leading journals of the field, including Journal of Marketing, Journal of Marketing Research, Strategic Management Journal, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing. Professor Vomberg has received several awards for his research, including the Ralph Alexander Best Dissertation Award from the Academy of Management.


Buy this book

Print + eBook 1.559,99 €
price for Spain (gross)
  • Currently this title cannot be preordered through the webshop. Please contact our Customer Service by e-mail (Customerservice@springernature.com) or via phone: (+49 6221 3450) to preorder.
  • Due: December 11, 2021
  • ISBN 978-3-319-57412-7
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • The final prices may differ from the prices shown due to specifics of VAT rules
eReference 641,99 €
price for Spain (gross)
  • The eBook version of this title will be available soon
  • Due: December 11, 2021
  • ISBN 978-3-319-57413-4
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
Print 623,99 €
price for Spain (gross)
  • Due: December 11, 2021
  • ISBN 978-3-319-57411-0
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • The final prices may differ from the prices shown due to specifics of VAT rules

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Bibliographic Information

Bibliographic Information
Book Title
Handbook of Market Research
Editors
  • Christian Homburg
  • Martin Klarmann
  • Arnd E. Vomberg
Copyright
2021
Publisher
Springer International Publishing
Copyright Holder
Springer Nature Switzerland AG
Print + eBook ISBN
978-3-319-57412-7
eReference ISBN
978-3-319-57413-4
Print ISBN
978-3-319-57411-0
Edition Number
1
Number of Pages
X, 1100
Number of Illustrations
120 b/w illustrations, 70 illustrations in colour
Topics