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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
WOM / Virality
6
Sarcasm
SUBSTANCE
7
Branding
8
Virtual Environment
9
Advertising
10
Communication
11
Sales
12
Customer Lifetime Value (CLV)
13
Celebrity Endorsement
14
Nudges
15
Finance-Marketing Interface
METHODOLOGY
16
Metrics
17
Data
18
Modeling in Marketing
19
Analytical Models
20
Empirical Models
21
Model Building
22
Qualitative Research
23
Measurement Scales
24
Preference Measurement
25
Image Processing
26
Surveys
27
Experiment
OTHERS
28
Report
29
Review Process
30
Scientific Writing
31
CB Seminar
32
Marketing Mix Models
33
Strategic Dynamic Models
34
WashU Analytical Model
35
Others
References
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Preface
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1
Introduction
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