Accessible and reader-friendly this handbook promotes the curent overarching business philosophy of customer//market focus by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.

Latent Structure Regression

Wayne S.DeSarboPennsylvania State University
Wagner A.KamakuraDuke University
MichelWedelUniversity of Michigan

Ordinary least squares (OLS), or multiple regression as it is also designated, is the most popular method in applied marketing research to summarize the relationship between a predesignated set of independent variables and a single dependent variable. To set the scene and establish ...

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