research on marketing pdf

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The Handbook of Marketing Research Uses, Misuses, and Future Advances

• Rajiv Grover - The University of Georgia, USA, University of Georgia, USA
• Marco Vriens - Microsoft Corporation
• Description
• Appeals to users as well as suppliers of marketing research: Comprehensive topics in marketing research (such as philosophy, techniques, and applications) are delivered in a reader-friendly, applications-oriented, and non-mathematical fashion. 
• Covers many cutting-edge techniques of data collection and analysis: Traditional quantitative techniques, innovative qualitative techniques, and emerging online methods are presented. 
• Provides a broad range of current ideas and applications: The contributors address models of the impact of marketing mix variables, segmentation, brand equity, satisfaction, customer lifetime value, and marketing ROI. Chapters on international marketing research and marketing management support systems are also included.

Talk to the author! http://www.terry.uga.edu/%7Ergrover/hb_main.html

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"This handbook comprehensively explores approaches for delivering market insights for fact-based decision-making in a market-oriented firm. Divided into four parts, it 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 receiving through marketing research. It is a valuable resource for all studetns and instructors of marketing research."

"Grover and Vriens have blended the contributions of 48 well-qualified academics and professionals to produce a comprehensive, in-depth guide to modern market research. A unique feature of this work is its emphasis on the potential of market research as a generator of marketing insights, this positioning market research as a trusted adviser. This handbook can serve as an up-to-date reference for market research suppliers as well as a guide for users. Highly Recommended."

" In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text.  I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book."  

                                                                                    — Guldem Gokcek, JOURNAL OF MARKETING

·         The contents will be articulated in a very reader-friendly, applications-oriented and non-mathematical fashion.

·         Promotes the current overarching business philosophy of customer/market focus by emphasizing the need for Market Research to provide the insights required for making decisions. 

·         Identifies such troubling current trends as biased sample answers on long questionnaires, and "professionals" whose job is to skew focus group responses.

·         Will employ top flight international researchers from both academia and practice to provide a broad range of ideas and applications.

Sample Materials & Chapters

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This title is also available on SAGE Knowledge , the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial .

This title is also available on SAGE Research Methods , the ultimate digital methods library. If your library doesn’t have access, ask your librarian to start a trial .

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Marketing Research Theory & Concepts

A B Publication ISBN: 9789380444581

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The Market Effects of Algorithms

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While there is excitement about the potential of algorithms to optimize individual decision-making, changing individual behavior will, almost inevitably, impact markets. Yet little is known about these effects. In this paper, I study how the availability of algorithmic prediction changes entry, allocation, and prices in the U.S. residential real estate market, a key driver of household wealth. I identify a market-level natural experiment that generates variation in the cost of using algorithms to value houses: digitization, the transition from physical to digital housing records. I show that digitization leads to entry by investors using algorithms, but does not displace investors using human judgment. Instead, human investors shift towards houses that are difficult to predict algorithmically. Algorithm-using investors predominantly purchase minority-owned homes, an area where humans may be biased. Digitization increases the average sale price of minority-owned homes by 5% or $5,000 and nearly eliminates racial disparities in home prices. Algorithmic investors, via competition, affect the prices paid by humans, which drives most of the reduction in racial disparities.  This decrease in racial inequality underscores the potential of algorithms to mitigate human biases at the market level.

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