Quantitative Models in Marketing Research

This book presents quantitative models for studying the effects of marketing instruments and household-specific characteristics on transactions at the individual level. Each model is presented in detail, with discussion on properties of the model, estimation of the model parameters, diagnostic checking, empirical analysis on real world data, and interpretation of the estimation results. Pathways are offered for students and practitioners with different skills, although a basic knowledge of elementary mathematics and statistics is assumed. Franses teaches applied econometrics and marketing research at the Erasmus University, Rotterdam. Paap is a researcher with the Rotterdam Institute for Business Economics Studies at the Erasmus University.

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