Handbook of Market Research

In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis.

In acest manual, cercetatori de renume international subliniaza stadiul actual al cercetarii de piata cantitative si calitative. Capitolele orientate catre metode analizeaza o mare varietate de metode de analiza a datelor relevante pentru cercetarea de piata, inclusiv capitole despre regresie, modelarea ecuatiilor structurale (SEM), analiza in comun si analiza textului.