Principles of marketing research

Richard P. Bagozzi

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Business Strategies and Management Research Psychometric Methodologies and Testing Statistical Methods and Applications

Abstract

1. Questionnaire Design. 2. Qualitative Research Methods. 3. Mail and Telephone Surveys. 4. Regression Analysis. 5. Classical Factor Analysis. 6. Experimental Design. 7. Analysis of Experimental Data. 8. Introduction to Structural Equation Models. 9. The Evaluation of Structural Equation Models and Hypothesis Testing. 10. Advanced Topics in Structural Equation Models. 11. Partial Least Squares. 12. Multidimensional Scaling. 13. Cluster Analyses. 14. Correspondence Analysis. 15. Conjoint Analysis. 16. Multivariate Analysis of Qualitative Data. 17. Chi-Square Interaction Detection. 18. Latent Class Analysis. 19. Research Utilization.

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