Advanced Marketing Research
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Description
"Advanced Marketing Research" is a companion volume to Richard Bagozzi's "Principles of Marketing Research." It is intended for students on advanced marketing research courses at the graduate and postgraduate levels and on executive programs. Topics covered include: * Partial lease squares. * Multivariate statistical models for categorical data. * Cluster analysis in marketing research. * Cojoint analysis. Each chapter begins with a historical development of the topical area before moving on to advanced issues and coverage of latest developments. To aid students learning, questions and exercises are included throughout.
