This book presents the most important and practically relevant quantitative models for marketing research. Each model includes a demonstration of the mechanics

This book presents the most important and practically relevant quantitative models for marketing research. Each model includes a demonstration of the mechanics

Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies publish

The field of marketing and management has undergone immense changes over the past decade. These dynamic changes are driving an increasing need for data analysis

Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.