Review of Marketing Research / Edition 6

Review of Marketing Research / Edition 6

by Naresh K Malhotra
Pub. Date:
Taylor & Francis

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Review of Marketing Research / Edition 6

Malhotra (marketing, Georgia Institute of Technology) assembles seven chapters concerning marketing research using a variety of theories and data—survey, qualitative, experimental, ethnographic, and secondary. Featuring longer articles than those in journals, the volume centers on consumer action and reviews literature in the field, theories and methodologies, new trends and concepts, and proposes future ideas. Contributors, who are business, management, and marketing scholars from US and Singapore universities, provide thoughts on information processing, forecasting and misforecasting, the internet and information searching, categorization, technology adoption and usage, marketing metrics, and hierarchical linear modeling. Annotation ©2006 Book News, Inc., Portland, OR

Product Details

ISBN-13: 9780765621276
Publisher: Taylor & Francis
Publication date: 12/01/2009
Series: Review of Marketing Research
Pages: 216
Product dimensions: 7.10(w) x 10.10(h) x 0.80(d)

Table of Contents

List of Contributors vii

Editorial Board xi

Introduction: Analyzing Accumulated Knowledge and Influencing Future Research xiii

A Backward Glance of Who and What Marketing Scholars Have Been Researching, 1977-2002 John B. Ford Douglas West Vincent P. Magnini Michael S. LaTour Michael J. Polonsky 1

Dynamic Strategic Goal Setting: Theory and Initial Evidence Mark B. Houston S. Ratneshwar Lisa Ricci Alan J. Malter 19

Internet Channel Conflict: Problems and Solutions Eric T. Anderson Duncan Simester Florian Zettelmeyer 63

Referral Equity and Referral Management: The Supplier Firm's Perspective Mahima Hada Rajdeep Grewal Gary L. Lilien 93

A Critical Review of Question Behavior Effect Research Utpal M. Dholakia 145

Consumer Cognitive Complexity and the Dimensionality of Multidimensional Scaling Configurations Naresh K. Malhotra

Structural Modeling of Heterogeneous Data with Partial Least Squares Edward E. Rigdon Christian M. Ringle Marko Sarstedt 255

Previous Volume Contents 297

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