{"product_id":"9783032207173","title":"Modelling in Marketing Research Understanding Visual Behaviour Using Markov Models","description":"\u003ch1\u003eModelling in Marketing Research\u003c\/h1\u003e\u003ch2\u003eUnderstanding Visual Behaviour Using Markov Models\u003c\/h2\u003e\u003ch3\u003eRafał Michalski\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003cp class=\"xmsonormal\"\u003e\u003cspan lang=\"EN-GB\" style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-ansi-language: EN-GB;\"\u003eThis book offers a comprehensive approach to modelling visual behaviour in marketing research, particularly through the lens of various types of Hidden Markov Models, including a new linguistic pattern-based version. It explores the critical role of visual behaviour in customer decision-making processes. By elaborating on the methodology of applying Hidden Markov Models to eye-tracking data, the author provides a structured approach to analysing visual processing in marketing contexts.\u003c\/span\u003e\u003c\/p\u003e\r\n\u003cp class=\"xmsonormal\"\u003e\u003cspan lang=\"EN-GB\" style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-ansi-language: EN-GB;\"\u003eReaders will gain a better understanding of how visual behaviour influences marketing effectiveness, supported by detailed modelling techniques and real-world eye-tracking experiments. The book presents a unique integration of linguistic patterns based on fuzzy sets with Hidden Markov Models, enhancing modelling flexibility and the understanding of customer behaviour. Additionally, it includes a scientific modelling lifecycle focused on employing various types of Hidden Markov Models in an eye-tracking studies and their practical applications in marketing research.\u003c\/span\u003e\u003c\/p\u003e\r\n\u003cp class=\"xmsonormal\"\u003e\u003cspan lang=\"EN-GB\" style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-ansi-language: EN-GB;\"\u003eAimed at marketing researchers, data scientists, and professionals, this book provides valuable insights into advanced analytical techniques, fostering a deeper understanding of customer visual behaviour. It is an essential resource for those seeking to leverage \u003c\/span\u003e\u003cspan style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-theme-font: minor-latin;\"\u003eHidden Markov Model\u003c\/span\u003e\u003cspan lang=\"EN-GB\" style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-ansi-language: EN-GB;\"\u003es for theoretically interesting and practically useful research outcomes within the marketing context. \u003c\/span\u003e\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e\n\u003cp style=\"text-align: justify;\"\u003e\u003cstrong\u003e\u003cspan lang=\"EN-GB\" data-olk-copy-source=\"MessageBody\"\u003eRafał Michalski\u003c\/span\u003e\u003c\/strong\u003e\u003cspan lang=\"EN-GB\"\u003e is a Professor at Wrocław University of Science \u0026amp; Technology, Poland. His research spans visual processing in marketing using Markov models, design in ergonomics and human–computer interaction, as well as production optimization involving fuzzy sets. He has authored and co-authored over 100 scientific publications, many in prestigious journals (cumulative IF \u0026gt; 100). \u003c\/span\u003e\u003c\/p\u003e\r\n\u003cp\u003e \u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e18 July 2026\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eSpringer Nature Switzerland\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003ePalgrave Macmillan\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9783032207173\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e330\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Springer Nature Switzerland","offers":[{"title":"Default Title","offer_id":46266733396108,"sku":"9783032207173","price":152.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783032207173.jpg?v=1781088324","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783032207173","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}