Handbook of Marketing Research

Dr. Rajiv Grover is the Head of the Marketing Department and holder of the Terry Chair of Marketing at the Terry College of Business, The University of Georgia in Athens, Georgia.  The Department of Marketing houses the unique Master of Marketing Research program, and through the Department’s Center of Marketing Studies it conducts several executive programs in Marketing Research.  Dr. Grover has received several honors for his research and teaching efforts including the O′Dell award for the best paper in the Journal of Marketing Research and the Hugh O. Nourse Outstanding MBA Teacher Award.  He received a Ph.D. degree in Marketing from the University of Massachusetts at Amherst; an MBA degree from Indian Institute of Management, Calcutta; and an Electronics Engineering BTech degree from IIT, Kharagpur.  Dr. Marco Vriens is Group Research Manager at Microsoft Corp. Prior to joining Microsoft, he was the Chief Research Officer at Millward Brown IntelliQuest and Sr. Vice President at Research International. Prior to that, he was Professor of Marketing Research at the University of Groningen in the Netherlands. He has co-authored seminal papers on market segmentation, conjoint analysis, and choice modeling. His current interests are in the areas of strategic market research and market research organizational issues. Dr. Vriens has published more than 50 papers in a wide variety of journals. He has received several Best Paper awards including the David K. Hardin memorial award. He is also author of Conjoint Analysis in Marketing (University of Groningen, 1995). He has been a consultant to many leading companies such as IBM, Intel, Dell, and Philips. He received his Masters in Psychology in 1987 from Leyden University and his Ph.D. in Business Administration from the University of Groningen (1995).

• Introduction: The Changing World of Marketing Research - Rajiv GroverAcknowledgmentsPART I: Foundational Design1. Trusted Adviser: How It Helps Lay the Foundations for Insights - Rajiv Grover and Marco Vriens2. Structuring Market Research Departments and Processes for Optimal Impact - Marco Vriens and Rajiv Grover3. What Do "Really Good" Managers and "Really Good" Researchers Want of One Another? - Lindsay Zaltman and Gerald ZaltmanPART II: Data Collection4. Deep Engagement With Consumer Experience: Listening and Learning With Qualitative Data - Eric J. Arnould and Amber Epp5. Questionnaire Design and Scale Development - Naresh K. Malhotra6. Response Biases in Marketing Research - Hans Baumgartner and Jan-Benedict E. M. Steenkamp7. Online Marketing Research - Jeff Miller8. Advanced Techniques and Technologies in Online Research - Scott M. Smith, Jared Smith, and Chad R. Allred9. Sampling and Weighting - Dan Mallett10. Dealing With Missing Data in Surveys and Databases - Marco Vriens and Sandip SinharayPART III: Analysis and Modeling11. Basic Data Analysis - Scott M. Smith and Gerald S. Albaum12. Marketing Decision Support Models: The Marketing Engineering Approach - Gary L. Lilien and Arvind Rangaswamy13. Using Regression to Answer "What If" - Donald R. Lehmann14. Advance Regression Models - Raghuram Iyengar and Sunil Gupta15. Conjoint Analysis: Understanding Consumer Decision Making - David Bakken and Curtis L. Frazier16. Construction of Efficient Designs for Discrete Choice Experiments - Warren F. Kuhfeld17. Structural Equation Modeling - Victoria Savalei and Peter M. Bentler18. Cluster Analysis and Factor Analysis - Subhash Sharma and Ajith Kumar19. Latent Structure Regression - Wayne S. DeSarbo, Wagner A. Kamakura, and Michel Wedel20. Hierachical Bayes Models - Greg M. Allenby and Peter E. Rossi21. Hazard/Survival Models in Marketing - Pradeep K. Chintagunta and Xiaojing Dong22. An Introduction to Data Mining - Christopher R. Stephens and R. SukumarPART IV: Conceptual Applications23. Ad Testing - Allan L. Baldinger and William A. Cook24. Modeling Marketing Mix - Gerard J. Tellis25. A Guide to the Design and Execution of Segmentation Studies - William R. Dillon and Soumen Mukherjee26. Measuring Brand Equity - Kevin Lane Keller27. Customer Satisfaction Research - Richard L. Oliver28. Measuring Customer Equity and Calculating Marketing ROI - Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml29. Customer Lifetime Value - V. Kumar30. International Marketing Research - V. Kumar31. Marketing Management Support Systems and Their Implications for Marketing Research - Gerrit H. Van Bruggen and Berend WierengaAuthor IndexSubject IndexAbout the EditorsAbout the Contributors

"This handbook comprehensively explores approaches for delivering market insights for fact-based decision-making in a market-oriented firm. Divided into four parts, it addresses: (1) the different nuances of delivering insights, (2) quantitative, qualitative, and online data gathering techniques, (3) basic and advanced data analysis methods, and (4) the substantial marketing issues that clients are interested in receiving through marketing research. It is a valuable resource for all studetns and instructors of marketing research."