As mixture regression models increasingly receive attention from both theory and practice, the question of selecting the correct number of segments gains urgency. A misspecification can lead to an under- or oversegmentation, thus resulting in flawed management decisions on customer targeting or...

Ziel dieser Arbeit ist die Ermittlung von Faktoren, im Sinne von Produkteigenschaften, die einen Einfluss auf den Verkauf von Fachbüchern im Allgemeinen und Marketing-Fachbüchern im Speziellen ausüben. Auf Grundlage einer umfassenden Literaturrecherche zu verkaufsbeeinflussenden Faktoren bei...

This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process,...

1 Introduction -- 2 The Market Research Process -- 3 Data -- 4 Getting Data -- 5 Descriptive Statistics -- 6 Hypothesis Testing & Anova -- 7 Regression Analysis -- 8 Factor Analysis -- 9 Cluster Analysis -- 10 Communicating the Findings -- References