The Handbook of Marketing Research

The Handbook of Marketing Research

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The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook 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 resolving through marketing research.The number of mobile home insurance policy purchasers in both the training and test sets was about 6%. ... multiple types of insurance policies) a€c Auto owners a€c Boat owners Thus, as one might expect, mobile home policy purchasers tend toanbsp;...

Title:The Handbook of Marketing Research
Author:Rajiv Grover, Marco Vriens
Publisher:SAGE Publications - 2006-06-23


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