内容

目次

Part A Theory focus - quantitative methods in marketing: the diffusionof quantitative methods into marketing management; cluster analysis; logitmodel analysis for multivariate categorical data; solving marketing problemswith conjoint analysis; forecasting for marketing; the AHP - structuredmarketing information for decision support; the structure of customers' placeevaluations; an introduction to hierarchical moderated regression analysis;attitude survey data reduction using CHAID; regression type techniques andsmall samples; modelling with LISREL. Part B Applications measuring consumerinvolvement with grocery brand; individual attitude variations over time;role of motives and attributes in consumer motion picture choice; a factoranalytic study of consumers - location specific values; on the derivation ofa common space of leisure attraction types; consumer perceptions of ATMs;external moderation of associations among stakeholder orientations andcompany performance; the new multivariate jungle; using Chernoff faces toportray service quality data; validating cross-national research with LISREL.