Quantitative Models in Marketing Research

Quantitative Models in Marketing Research

Quantitative Models in Marketing Research

Quantitative Models in Marketing Research

Synopsis

This book presents the most important and practically relevant quantitative models for marketing research. Each model includes a demonstration of the mechanics of the model, empirical analysis, real world examples, and an interpretation of results and findings. The reader will learn how to apply the techniques, as well as understand the latest methodological developments in the academic literature. Students and practitioners with differing numerical skills are guided through the book, although a knowledge of elementary numerical techniques is assumed.

Excerpt

In marketing research one sometimes considers rather advanced quantitative (econometric) models for revealed preference data (such as sales and brand choice). Owing to an increased availability of empirical data, market researchers can choose between a variety of models, such as regression models, choice models and duration models. In this book we summarize several relevant models and deal with these in a fairly systematic manner. It is our hope that academics and practitioners find this book useful as a reference guide, that students learn to grasp the basic principles, and, in general, that the reader finds it useful for a better understanding of the academic literature on marketing research.

Several individuals affiliated with the marketing group at the School of Economics, Erasmus University Rotterdam, helped us with the data and presentation. We thank Dennis Fok and Jedid-Jah Jonker for making some of the data accessible to us. The original data were provided by ROBECO and the Astmafonds and we thank these institutions for their kind assistance. Paul de Boer, Charles Bos, Bas Donkers, Rutger van Oest, Peter Verhoef and an anonymous reviewer went through the entire manuscript and made many useful comments. Finally, we thank the Rotterdam Institute for Business Economic Studies (RIBES) and the Econometric Institute for providing a stimulating research environment and the Netherlands Organization for Scientific Research (NWO) for its financial support.

PHILIP HANS FRANSES RICHARD PAAP Rotterdam, November 2000 . . .

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