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目次

Contents: Part I Experimental Designs 1. Laboratory Experimentation in Marketing Angela Y. Lee and Alice M. Tybout 2. Field Experiments Anja Lambrecht and Catherine Tucker 3. Conjoint Analysis Olivier Toubia Part II Classical Econometrics 4. Time-Series Models of Short-Run and Long-Run Marketing Impact Marnik Dekimpe and Dominique M. Hanssens 5. Panel Data Methods in Marketing Research Natalie Mizik and Eugene Pavlov 6. Causal Inference in Marketing Applications Peter E. Rossi Part III Discrete Choice Modeling 7. Modeling Choice Processes in Marketing John Roberts and Denzil G. Fiebig 8. Bayesian Econometrics Greg Allenby and Peter Rossi 9. Structural Models in Marketing Pradeep K. Chintagunta Part IV Latent Structure Analysis 10. Multivariate statistical analyses: Cluster analysis, factor analysis, and multidimensional scaling Dawn Iacobucci Part V Machine Learning and Big Data 11. Machine Learning and Marketing Daria Dzyabura and Hema Yoganarasimhan 12. Big Data Analytics Asim Ansari and Yang Li Part VI Generalizations and Optimizations 13. Meta Analysis in Marketing Donald R. Lehmann 14. Marketing Optimization Methods Murali K. Mantrala and Vamsi K. Kanuri Part VII Case Studies and Applications in Marketing 15. Industry Applications of Conjoint Analysis Vithala R. Rao 16. How time series econometrics helped Inofec quantify online and offline funnel progression, and reallocate marketing budgets for higher profits Koen Pauwels 17. Panel Data Models for Evaluating the Effectiveness of Direct-to-Physician Pharmaceutical Marketing Activities Natalie Mizik and Robert Jacobson 18. A Nested Logit Model for Planning Automakers' Pricing and Promotions Jorge Silva-Risso, Deirdre Borrego and Irina Ionova 19. Visualizing Asymmetric Competitive Market Structure in Large Markets Daniel M. Ringel and Bernd Skiera 20. User Profiling in Display Advertising Michael Trusov and Liye Ma 21. Dynamic Optimization for Marketing Budget Allocation at Bayer Marc Fischer and Sonke Albers Part VIII Case Studies and Applications in Public Policy 22. Consumer (Mis)Behavior and Public Policy Intervention Klaus Wertenbroch 23. Nudging Healthy Choices with the 4 Ps Framework for Behavior Change Zoe Chance and Ravi Dhar, Michelle Hatzis, Michiel Bakker, Kim Huskey and Lydia Ash 24. Field Experimentation: Promoting Environmentally Friendly Consumer Behavior Noah J. Goldstein and Ashley N. Angulo 25. Regulation and Online Advertising Markets Avi Goldfarb 26. Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime Keiko I. Powers 27. Applying Structural Models in a Public Policy Context Paulo Albuquerque and Bart J. Bronnenberg Part IX Case Studies and Applications in Litigation Support 28. Avoiding Bias: Ensuring Validity and Admissibility of Survey Evidence in Litigations Rebecca Kirk Fair and Laura O'Laughlin 29. Experiments in Litigation Joel H. Steckel 30. Consumer Surveys in Trademark Infringement Litigation: Fiji Water Company, LLC, Paramount International Export Ltd., Natural Waters of Viti Limited ("FIJI"), Plaintiffs, vs. Fiji Mineral Water USA, LLC, et al. ("VITI"), Defendants T. Christopher Borek and Anjali Oza 31. Survey Evidence to Evaluate a Marketing Claim: Skye Astiana, Plaintiff v. Ben & Jerry's Homemade, Inc., Defendant Alan G. White and Rene Befurt 32. Conjoint Analysis in Litigation Shankar Iyer 33. Conjoint Analysis: Applications in Antitrust Litigation Michael P. Akemann and Rebecca Reed-Arthurs and J. Douglas Zona 34. Feature Valuation Using Equilibrium Conjoint Analysis John R. Howell, Greg M. Allenby and Peter Rossi 35. Regression Analysis to Evaluate Harm in a Breach of Contract Case: The Citri-Lite Compan, Inc., Plaintiff y v. Cott Beverages, Inc., Defendant Rahul Guha, Darius Onul and Sally Woodhouse 36. Machine Learning in Litigation Vildan Altuglu and Rainer Schwabe Index