The aim of Quantitative Methods in Marketing is to provide practising or potential marketers with a guide to some of the most recent and popular techniques currently in use and to provide applications which demonstrate how users can best exploit these techniques.
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Graham J. Hooley is Professor of Marketing at Aston Business School and a Fellow of the Chartered Institute of Marketing. He is also a member of the Council of the British Academy of Marketing and serves on the Academic Senate of the CIM.
Michael K. Hussey is a Lecturer in Marketing Research at Aston Business School He combines a theoretical background in statistics with extensive practical experience in marketing research.
PART 1: THEORY FOCUS QUANTITATIVE METHODS IN MARKETING The Diffusion of Quantitative Methods into Marketing Management. Cluster Analysis. Logit Model Analysis for Multivariate Categorical Data. Solving Marketing Problems with Conjoint Analysis. Forecasting for Marketing. The AHP: Structured Marketing Information for Decision Support. The Structure of Customers' Place Evaluations. An Introduction to Hierarchical Moderated Regression Analysis. Attitude Survey Data Reduction Using CHAID. Regression Type Techniques and Small Samples. Modelling with LISREL PART 2: APPLICATIONS MEASURING CONSUMER INVOLVEMENT WITH GROCERY BRAND Individual Attitude Variations Over Time. Role of Motives and Attributes in Consumer Motion Picture Choice. A Factor Analytic Study of Consumers': Location Specific Values. On the Derivation of a Common Space of Leisure Attraction Types. Consumer Perceptions of ATMs: External Moderation of Associations Among Stakeholder Orientations and Company Performance. The New Multivariate Jungle. Using Chernoff Faces to Portray Service Quality Data. Validating Cross-national Research with LISREL
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