Titlebook: Handbook of Market Research; Christian Homburg,Martin Klarmann,Arnd Vomberg Reference work 2022 Springer Nature Switzerland AG 2022 Data A

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Experiments in Market Researchmes (e.g., sales, preferences) is one of the key questions in applied (as well as academic) research in marketing. While such questions may be answered based on observed values of activities and the respective outcomes using survey and/or archival data, it is often not possible to claim that the par

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Field Experimentsfficient by better understanding markets, competitors, and consumers’ behaviors. Among other methodologies, field experiments conducted in online and offline environments are rapidly changing the way companies make business decisions. Simple A/B tests as well as more complex multivariate experiments

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Crafting Survey Research: A Systematic Process for Conducting Survey Researcheneralize theories. However, conducting effective survey research is challenging. Survey researchers must induce participation by “over-surveyed” respondents, choose appropriately from among numerous design alternatives, and need to account for the respondents’ complex psychological processes when a

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Challenges in Conducting International Market Researchearch in more than one country and provides approaches for addressing these challenges. The chapter examines the research process from the conceptual design of the research model to the choice of countries for data collection, the data collection process itself, and the data analysis and interpretat

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Dealing with Endogeneity: A Nontechnical Guide for Marketing Researcherss want to make causal inference of a marketing variable (e.g., price) on an outcome variable (e.g., sales), using observational data and a regression approach, they need the marketing variable to be exogenous. If the marketing variable is driven by factors unobserved by the researcher, such as the w

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Finite Mixture Models Finite Mixture models can be used in conjunction with multivariate methods of analysis. Unlike approaches combining multivariate methods of analysis and cluster analysis, which require a two-step approach, the parameters are then directly estimated at the segment level. This also allows for inferen

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Analysis of Variance be used in the future. An experiment in which three groups of participants rate their liking of one of the logos would provide the necessary information to make this decision. The statistical challenge is to determine which (if any) of the three logos is liked significantly more than the others. Th