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.

Hierarchical Bayes Models

Greg M.AllenbyOhio State University
Peter E.RossiUniversity of Chicago

Bayesian methods have become widespread in marketing. The past 10 years have seen a dramatic increase in their use to develop new methods of analysis and models of consumer behavior. A challenge in the analysis of marketing data is that, at the individual level, ...

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