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Using Online Conversations to Study Word-of-Mouth Communication

Godes, David; Mayzlin, Dina - In: Marketing Science 23 (2004) 4, pp. 545-560

Managers are very interested in word-of-mouth communication because they believe that a product's success is related to the word of mouth that it generates. However, there are at least three significant challenges associated with measuring word of mouth. First, how does one gather the data?...

Persistent link: https://www.econbiz.de/10008787894

Truth in Concentration in the Land of (80/20) Laws

Schmittlein, David C.; Cooper, Lee G.; Morrison, Donald G. - In: Marketing Science 12 (1993) 2, pp. 167-183

Among the more prominent truisms in marketing are 80/20 type laws, e.g., 20 percent of the customers account for 80 percent of the purchases. These kinds of statistics indicate a certain degree of in customer purchases; i.e., the extent to which a large portion of the product's total purchases...

Persistent link: https://www.econbiz.de/10008787650

Customer Base Analysis: An Industrial Purchase Process Application

Schmittlein, David C.; Peterson, Robert A. - In: Marketing Science 13 (1994) 1, pp. 41-67

Customer base analysis is concerned with using the observed past purchase behavior of customers to understand their current and likely future purchase patterns. More specifically, as developed in Schmittlein et al. (1987), customer base analysis uses data on the frequency, timing, and dollar...

Persistent link: https://www.econbiz.de/10008788250

The Voice of the Customer

Griffin, Abbie; Hauser, John R. - In: Marketing Science 12 (1993) 1, pp. 1-27

In recent years, many U.S. and Japanese firms have adopted Quality Function Deployment (QFD). QFD is a total-quality-management process in which the “voice of the customer” is deployed throughout the R&D, engineering, and manufacturing stages of product development. For example, in the first...

Persistent link: https://www.econbiz.de/10008789734

A measurement framework for assessing the contribution of social media to public engagement : an empirical analysis on Facebook

Agostino, Deborah; Arnaboldi, Michela - In: Public management review 18 (2016) 9, pp. 1289-1307

Persistent link: https://www.econbiz.de/10011607263

The complete customer journey: avoiding technology and business barriers to measure the total value of media

Skinner, Christopher - In: Business Strategy Series 11 (2010) 4, pp. 223-226

Purpose – This article aims to further discussion on viable methods for marketing measurement that account for the … marketing measurement. These barriers must be corrected before a complete picture of media efforts can be realized. Practical … consolidates and pinpoints the crucial barriers to a method of marketing measurement that reveals online and offline media value …

Persistent link: https://www.econbiz.de/10014689422

Plenty of attitude: evaluating measures of attitude toward the site

Boostrom, Robert; Balasubramanian, Siva K.; Summey, John H. - In: Journal of Research in Interactive Marketing 7 (2013) 3, pp. 201-215

Purpose – Researchers often attempt to assess how different features and content will improve the experience of web site users. One assessment technique is to measure the attitude toward the site. A common version of this measure is the Chen and Wells attitude toward the site scale. The...

Persistent link: https://www.econbiz.de/10014902270

Peer privacy concerns : conceptualization and measurement

Zhang, Nan; Wang, Chong; Karahanna, Elena; Xu, Yan - In: MIS quarterly 46 (2022) 1, pp. 491-530

Persistent link: https://www.econbiz.de/10013286242

Measuring the effects of advertising : the digital frontier

Lewis, Randall; Rao, Justin M.; Reiley, David H. - 2013

Persistent link: https://www.econbiz.de/10010200113

Crowd intelligence : analyzing online product reviews for preference measurement

Xiao, Shengsheng; Wei, Chih-Ping; Dong, Ming - In: Information & management : the internat. journal of … 53 (2016) 2, pp. 169-182

Persistent link: https://www.econbiz.de/10011448449