Recent advances in data collection and data storage techniques enable marketing researchers to study the individual characteristics of a large range of transactions and purchases, in particular the effects of household-specific characteristics.

This book presents the most important and practically relevant quantitative models for marketing research. Each model is presented in detail with a self-contained discussion, which includes: a demonstration of the mechanics of the model, empirical analysis, real world examples, and interpretation of results and findings.

, , ,
Cambridge University Press
Erasmus School of Economics

Additional Files
8092_ddi.xml Final Version , 5kb Final Version , 4kb
CHAPTER3.csv Final Version , 3kb Final Version , 2kb