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Marketing Research
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Table of contents
Preface
1
Introduction
CONSTRUCTS
2
Construct vs. Variable
3
Satisfaction
4
Innovation
5
Market Entry
6
WOM / Virality
7
Sarcasm
SUBSTANCE
8
Branding
9
Virtual Environment
10
Advertising
11
Communication
12
Sales
13
Customer Lifetime Value (CLV)
14
Celebrity Endorsement
15
Nudges
16
Marketing-Finance Interface
17
Privacy
METHODOLOGY
18
Metrics
19
Data
20
Modeling in Marketing
21
Analytical Models
22
Empirical Models
23
Model Building
24
Structural Models
25
Qualitative Research
26
Measurement Scales
27
Preference Measurement
28
Image Processing
29
Surveys
30
Experiment
OTHERS
31
Report
32
Review Process
33
Scientific Writing
34
CB Seminar
35
Marketing Mix Models
36
Strategic Dynamic Models
37
WashU Analytical Model
38
Marketing Strategy
39
Others
CASE STUDIES
40
Case Studies in Branding
41
Case Studies in Advertising
References
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Preface
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1
Introduction
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