Quantitative Models in Marketing Research
Philip Hans Franses,Richard Paap | 2001-08-27 00:00:00 | Cambridge University Press | 220 | Economics
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.
Reviews
I would have appreciated the (very solid) book more if Maddala hadn't published a book about limited-dependent-variable models back in 1983, and there'd been no progress in the field since then. It's 2006, and the book feels outdated and narrow in scope as an econometrics text. Oh, and it's just that: invoking marketing research in the title looks like a sales gimmick to me.
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