Handbook of Market Research

In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.

Prof. Christian Homburg holds the Chair of Business-to-Business Marketing, Sales and Pricing at the University of Mannheim. He is also Distinguished Professorial Fellow of the University of Manchester (UK) and Director of the Institute for Market-Oriented Management (IMU) at the University of Mannheim. He specializes in market-oriented management, customer relationship management, and sales management. Professor Homburg has published numerous books and articles at the national and international levels and has thus established a research portfolio that places him as one of the leading German management professors and most productive scholars in the marketing discipline. In 2019 and 2020, WirtschaftsWoche honored Professor Homburg for his Lifetime Achievement as the leading management professor in Germany, Austria, and Switzerland. He is currently a member of the editorial boards of five scientific journals in the United States and Europe. Since April 2011, he works as the first German area editor for the Journal of Marketing. Professor Homburg received several awards for his scientific research from the American Marketing Association, the world's leading scientific association in the area of marketing, and is the first European university professor to be honored as an AMA Fellow for his lifetime achievement in marketing research. In 2021, Professor Homburg ranked fourth in the American Marketing Association's global ranking, which is based on the number of publications in the most important marketing journals. Prior to his academic career, Professor Homburg was Director of marketing, controlling, and strategic planning in an industrial company that operates globally. xv In addition to his academic position, he is Chairman of the scientific advisory committee of Homburg & Partner, an international management consultancy. Prof. Martin Klarmann is Professor of Marketing at the Karlsruhe Institute of Technology (KIT), Germany. Professor Klarmann's research is centered around three core themes: marketing using new technologies, marketing methods, and B2B sales management. His research has been published in several leading journals of the field, including the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing. Professor Klarmann has received several awards for his research, including an overall best paper award at the American Marketing Association's Winter Educators' Conference. Prof. Arnd Vomberg is Professor of Digital Marketing and Marketing Transformation at the University of Mannheim, Germany. Professor Vomberg has also been an Associate Professor (with tenure) at the Marketing Department of the University of Groningen, The Netherlands. Professor Vomberg's research focuses on digital marketing and marketing transformation. He studies omnichannel strategies, online pricing, marketing automation, agile transformation, marketing technology, and marketing's impact on employees. His research has been published in several leading journals of the field, including Journal of Marketing, Journal of Marketing Research, Strategic Management Journal, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing. Professor Vomberg has received several awards for his research, including the Ralph Alexander Best Dissertation Award from the Academy of Management.