BOOKS FOR PURCHASE
MARKET SEGMENTATION
In Market Segmentation, Dr. Struhl explains this often misunderstood discipline in a clear and easy-to-read style. Part 1 discusses the terminology and basics--and cuts through the jargon that so often can confuse the subject (and the reader). Part 2 explains the steps you need to take in a successful segmentation study, with detailed descriptions of the methods you will encounter, and a step-by-step explanation of how to do segmentation, from preparing the survey to the final deliverables. A practical guide like this is, in our experience, genuinely unique. We promise you that this will be almost entirely free of equations.Book now back in its fourth printing, revised and updated, available for purchase at Amazon.com (direct link to purchase).
PRACTICAL TEXT ANALYTICS
Practical pointers on using text to predict or to describe data. This book cuts through the jargon and explains the methods you can use to make sense of unstructured text. This is a book which can be used by students striving to learn about this discipline and by professionals who need to make use of this type of data—or need to deal with the people trying to sell them solutions.
Available for purchase at Amazon.com (direct link to purchase).
ARTIFICIAL INTELLIGENCE MARKETING AND PREDICTING CONSUMER CHOICE
Learn about the ways that artificial intelligence and machine learning methods work to enhance predictive models. Everything is explained in clear language and without recourse to equations or advanced notation. Many methods are discussed, including Bayes Nets, different ensemble methods, classification trees, and neural networks. We also review old favorites that have been greatly expanded by machine learning, such as conjoint, discrete choice modeling and MaxDiff (or maximum difference scaling). This is a book for professionals who must apply these methods and students who want to learn about them. It Includes several downloadable market simulator programs and two bonus online chapters.
Available for purchase at Amazon.com (direct link to purchase).