Quantitative Models in Marketing Research

Author(s): Philip Hans Franses, Richard Paap

Year: 2001

Description:
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 different numerical skills are guided through the book, although knowledge of elementary numerical techniques is assumed.