Advanced Marketing Research

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.

List of Figures vii

List of Tables ix

List of Contributors xii

Acknowledgments xiv

Introduction xv

1 Advanced Topics in Structural Equation Models 1

2 Partial Least Squares 52

3 Multivariate Statistical Models for Categorical Data 79

4 The CHAID Approach to Segmentation Modeling: CHI-squared Automatic Interaction Detection 118

5 Cluster Analysis in Marketing Research 160

6 Latent Class Multidimensional Scaling: A Review of Recent Developments in the Marketing and Psychometric Literature 190

7 Conjoint Analysis 223

8 Multiple Correspondence Analysis 260

9 Latent Structure and Other Mixture Modles in Marketing: An Integrative Survey and Overview 295

10 A Review of Recent Developments in Latent Class Regression Modles 352

Index 389

"Summaries of the most sophisticated research techniques." Book News Richard P. Bagozzi is the Dwight F. Benton Professor of Behavioral Science in Management and Professor of Marketing at the School of Business Administration, the University of Michigan, USA. 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.

Topics covered include:

* Partial lease squares.

* Multivariate statistical models for categorical data.

* Cluster analysis in marketing research.

* Cojoint analysis.

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.