This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand image on a verbal cognitive level, but this...

This article examines basic features of ranked Conjoint-data, analyzes the adequacy of evaluation methods and proposes improvements for better utilizing the information provided by ranked data. It is shown that commonly used goodness-of-fit measures provide inadequate proxy measures for...

Basic confounding patterns for full-profile conjoint analyses based upon ranking are examined. It is shown that commonly used orthogonal main-effect designs can lead to biased part-worth estimates, especially to an underestimation of less important variables. An alternative design procedure is...

The traditional techniques of calculating quantity and price variances for analyzing deviations of realized profit contribution (actual) from the planned profit contribution only offer the benefit of identifying areas where problems may exist, rather than diagnosing the causes of these problems....

This paper presents a method for visualizing competitive market structures based on scanner panel date where asymmetries are taken into account. For this, I combined consumer choice models based on mixed logit models with three-mode principal component analysis. This approach can be used to...

Comparing groups with respect to hypothetical constructs requires that the measurement models are equal across groups. Otherwise conclusions drawn from the observed indicators regarding differences at the latent level (mean differences, differences in the structural relations) might be severly...

There are two main research traditions for analyzing market basket data that exist more or less independently from each other, namely exploratory and explanatory model types. Exploratory approaches are restricted to the task of discovering cross-category interrelationships and provide marketing...

The following research is guided by the hypothesis, that products chosen on a shopping trip in a supermarket are an indicator of the preference interdependencies between different products or brands. The bundle chosen on the trip can be regarded as an indicator of a global utility function. More...

Im Rahmen dieser Arbeit wurde eine Kundenumfrage an den onlinebuchenden Kunden des Tourismuszentrum Mecklenburgische Ostseeküste GmbH durchgeführt. In dieser Arbeit soll diese Umfrage erläutert und ausgewertet werden. Es sollen die möglichen Auswertungskriterien aufgezeigt werden. Der Sinn...