Handbook of Market Research

Prof. Christian Homburg is director of the Institute for Market-Oriented Management (IMU) at the University of Mannheim. He specializes in market-oriented management, customer relationship management and sales management. Prof. Homburg has published numerous books and articles at the national as well as the international level. He belongs to the very few German management professors who have also gained an international reputation in their area of expertise. He is currently member of the editorial boards of 6 scientific journals in the United States and Germany. Since April 2011 he works as the first German area editor for the Journal of Marketing. Professor Homburg received several awards for his scientific research from the American Marketing Association, the world's leading scientific association in the area of marketing. In November 2012, Professor Homburg ranked first in the global ranking of the American Marketing Association which is based on the number of publications due to his research activity in the most important marketing journals. Prior to his academic career Professor Homburg was director of marketing, controlling and strategic planning in an industrial company that operates globally. In addition to his academic position he is chairman of the scientific advisory committee of Homburg & Partner, an international management consultancy. Prof. Martin Klarmann is Professor of Marketing at the Karlsruhe Institute of Technology (KIT), Germany. Previously, he worked as Professor of Marketing and Innovation at the School of Business and Economics at the University of Passau. Prof. Klarmann's research focuses on a variety of issues, including sales management and personal selling, market orientation, marketing innovations, customer relationship management, B2B branding, and survey research methodology. His research has been published in several leading journals of the field, including the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing. Professor Klarmann has received several awards for his research, including an overall best paper award at the American Marketing Association's Winter Educators' Conference. Prof. Arnd Vomberg is Assistant Professor for empirical research methods at the Chair of Business-to-Business Marketing, Sales and Pricing at the University of Mannheim. Prior to joining academia, Prof. Vomberg worked at BASF and HeidelbergCement AG. For his research performance, Prof. Vornberg has received the Award for Excellent Research Results in the Doctoral Thesis (awarded by "Stiftung Marketing" at the University of Mannheim) and the Ralph Alexander Dissertation Award (HR Division Academy of Management).

Data. Experiments in Market Research.- Field Experiments.- Design and Process of Survey Research.- Qualitative Market Research.- Challenges in Conducting International Market Research.- Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers.- Fusion Modeling.- Managing Data Quality.- Methods. Cluster Analysis.- Finite Mixture Models.- Factor Analysis.- Structural Equation Modeling.- Partial Least Squares Structural Equation Modeling.- Analysis of Variance.- Regression Analysis.- Multilevel Modeling.- Panel Data Analysis.- Logistic Regression and Discriminant Analysis.- Choice-based Conjoint Analysis.- Bayesian Models.- Automated text analysis.- Mediation Analysis in Experimental Research.- Exploiting Data from Quasi-Field Experiments.- Applications. Social Media Tracking.- Market Segmentation.- Measuring Customer Satisfaction and Customer Loyalty.- Assessing the Financial Impact of Brand Equity with Short Time-Series Data.- Measuring Sales Promotion Effectiveness.- Return on Media Models.- Preference Measurement.-  Willingness to pay.- Modeling Customer Lifetime Value, Retention, and Churn.