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Handbook of Market Research

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Cover of 'Handbook of Market Research'

Table of Contents

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    Book Overview
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    Chapter 1 Return on Media Models
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    Chapter 3 Field Experiments
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    Chapter 6 Challenges in Conducting International Market Research
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    Chapter 8 Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers
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    Chapter 12 Finite Mixture Models
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    Chapter 15 Partial Least Squares Structural Equation Modeling
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    Chapter 16 Analysis of Variance
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    Chapter 20 Logistic Regression and Discriminant Analysis
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    Chapter 21 Modeling Customer Lifetime Value, Retention, and Churn
Attention for Chapter 3: Field Experiments
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