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Author: David A. Horne
Publisher:
ISBN:
Category :
Languages : en
Pages : 44
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Book Description
Author: David A. Horne
Publisher:
ISBN:
Category :
Languages : en
Pages : 44
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Book Description
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 30
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Book Description
Author: George Christodoulides
Publisher: Springer
ISBN: 3658152206
Category : Business & Economics
Languages : en
Pages : 315
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Book Description
Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.
Author: Michael W. Bauer
Publisher: Oxford University Press
ISBN: 0199656649
Category : Political Science
Languages : en
Pages : 247
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Book Description
Dismantling does not even merit a mention in most public policy textbooks.
Author: Michel Wedel
Publisher: Springer Science & Business Media
ISBN: 1461546516
Category : Business & Economics
Languages : en
Pages : 387
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Book Description
Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.
Author: Frank Esser
Publisher: Routledge
ISBN: 1136514236
Category : Language Arts & Disciplines
Languages : en
Pages : 870
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Book Description
The Handbook of Comparative Communication Research aims to provide a comprehensive understanding of comparative communication research. It fills an obvious gap in the literature and offers an extensive and interdisciplinary discussion of the general approach of comparative research, its prospect and problems as well as its applications in crucial sub-fields of communications. The first part of the volume charts the state of the art in the field; the second section introduces relevant areas of communication studies where the comparative approach has been successfully applied in recent years; the third part offers an analytical review of conceptual and methodological issues; and the last section proposes a roadmap for future research.
Author: American Marketing Association. National Conference
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 676
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Author: Charles W. Lamb, Jr.
Publisher: Marketing Classics Press
ISBN: 1613112343
Category : Business & Economics
Languages : en
Pages : 283
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Book Description
Author: Paul Pennings
Publisher: SAGE
ISBN: 1446226905
Category : Political Science
Languages : en
Pages : 336
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Book Description
This is an immensely helpful book for students starting their own research... an excellent introduction to the comparative method giving an authoritative overview over the research process - Klaus Armingeon, University of Bern Doing Research in Political Science is the book for mastering the comparative method in all the social sciences - Jan-Erik Lane, University of Geneva This book has established itself as a concise and well-readable text on comparative methods and statistics in political science I...strongly recommend it. - Dirk Berg-Schlosser, Philipps-University Marburg This thoroughly revised edition of the popular textbook offers an accessible but comprehensive introduction to comparative research methods and statistics for students of political science. Clearly organized around three parts, the text introduces the main theories and methodologies used in the discipline. Part 1 frames the comparative approach within the methodological framework of the political and social sciences. Part 2 introduces basic descriptive and inferential statistical methods as well as more advanced multivariate methods used in quantitative political analysis. Part 3 applies the methods and techniques of Parts 1 & 2 to research questions drawn from contemporary themes and issues in political science. Incorporating practice exercises, ideas for further reading and summary questions throughout, Doing Research in Political Science provides an invaluable step-by-step guide for students and researchers in political science, comparative politics and empirical political analysis.
Author: M. Canel
Publisher: Springer
ISBN: 1137366478
Category : Political Science
Languages : en
Pages : 261
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Book Description
By using a wide diversity of theoretical and methodological approaches and by encompassing both cross-national and longitudinal analyses, this volume sheds new light on comparative political communication research, such as personalization, globalization, democratization, and the changing nature of journalism,
