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Advanced Marketing Research (Paperback)

~ Richard Bagozzi (Editor)
4.0 out of 5 stars  See all reviews (1 customer review)
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Editorial Reviews

Review

"Summaries of the most sophisticated research techniques." Book News


Product Description

Advanced Marketing Research is a companion volume to Richard Bagozzi's Principles of Marketing Research . It is intended for students on advanced marketing research courses at the graduate and postgraduate levels and on executive programs.
Each chapter begins with a historical development of the topical area before moving on to advanced issues and coverage of latest developments. To aid students learning, questions and exercises are included throughout.
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Product Details

  • Paperback: 416 pages
  • Publisher: Wiley (August 15, 1994)
  • Language: English
  • ISBN-10: 1557865493
  • ISBN-13: 978-1557865496
  • Product Dimensions: 9.4 x 7.5 x 0.9 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon.com Sales Rank: #813,801 in Books (See Bestsellers in Books)

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1 of 1 people found the following review helpful:
4.0 out of 5 stars I'm just about catching up with this book 10 years later, December 16, 2004
By Dr. Stephen K. Tagg (Univ of Strathclyde, Glasgow, Scotland, UK) - See all my reviews
(REAL NAME)   
There are 10 contributed papers in this volume edited by Michigan marketing/social psychology professor Richard P Bagozzi. All at an advanced level even today. Latent class Multidminsional Scaling (DeSarbo, Manrai, Manrai) has still got lots of techniques to find and explore. I've used Arabie and Hubert on Cluster Analysis in Marketing Research to critique dangerous current practice. I'm trying to apply my copy of MPLUS and some the Latent class, mixture models etc in this book will help me explore the package if I make myself time.
I'm for ever thankful to the publisher who sent me a copy of this book years ago. It's wonderful and I wish I had students or colleagues who attained this level! Then I could recommend!
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