Heinz data sales (Chapter 3)
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.
|Keywords||Heinz, marketing research, mathematical models, sales|
|JEL||Marketing (jel M31)|
|Publisher||Cambridge University Press|
Paap, R, & Franses, Ph.H.B.F. (2001). Heinz data sales (Chapter 3). Datasets. Cambridge University Press. Retrieved from http://hdl.handle.net/1765/8092