Description
Book SynopsisFirst Published in 2017. Review of Marketing Research, now in its fifth volume, is a fairly recent publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments, as well as present specific empirical studies. The first five volumes have featured some of the top researchers and scholars in our discipline who have reviewed an array of important topics.
Table of Contents1. Consumer Judgment from a Dual-Systems Perspective: Recent Evidence and Emerging Issues, Samuel D. Bond, James R Bettman, and Mary Frances Luce; 2. Can You See the Chasm? Innovation Diffusion According to Rogers, Bass, and Moore, Barak Libai, Vijay Mahajan, and Eitan Muller; 3. Exploring the Open Source Product Development Bazaar, Balaji Rajagopalan and Barry L. Bayus; 4. A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research, Wayne S. DeSarbo, Simon J. Blanchard, and A. Selin Atalay; 5. Methods for Handling Massive Number of Attributes in Conjoint Analysis, Vithala R. Rao, Benjamin Kartono, and Meng Su; 6. A Review and Comparative Analysis of Laddering Research Methods: Recommendations for Quality Metrics, Thomas J. Reynolds and Joan M. Phillips; 7. Metrics for the New Internet Marketing Communications Mix, Randolph E. Bucklin, Oliver J. Rutz, and Michael Trusov; About the Editor and Contributors.
