Titlebook: Handbook of Market Research; Christian Homburg,Martin Klarmann,Arnd Vomberg Living reference work 20200th edition Data Analytics.Market R

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Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers,s 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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Fusion Modeling,fusion including the classic example of combining data on media viewership for one group of customers with data on category purchases for a different group, a very common problem in marketing. While many missing data approaches focus on creating “fused” data sets that can be analyzed by others, we f

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Structural Equation Modeling,l fit evaluation, model respecification, and local fit assessment (including interpreting the parameters of the model). Various extensions of the core structural equation model are described to enable more general representations of measurement and latent variable models as well as applications of t

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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

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