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Online Surveys vs. Online Observations: A Comparative Analysis of Online Research Methods and their Impact on Brand Management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2014) 2/2014, pp. 49-56
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010352742
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Probleme und Möglichkeiten zur Bestimmung der Promotioneffizienz bei konsumentengerichteten Promotions
Wilhelm, Anette - Hochschule <Wismar> / Fachbereich Wirtschaft - 2004
Jeder Konsument, der mit offenen Augen und Ohren durch einen Supermarktgeht, wird damit konfrontiert: Sonderpreise, Gewinnspiele, Warenproben, Verkostungsstände, Bonuspackungen und vieles mehr. Es handelt sich hierbei umAktivitäten, die meist von den Herstellern der Produkte initiiert wurden...
Persistent link: https://www.econbiz.de/10005862891
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A combined approach for segment-specific analysis of market basket data
Boztuğ, Yasemin; Reutterer, Thomas - 2006
cross-category interrelationships and provide marketing managers eith only very limited recommendations regarding decition … making. The latter type of models focus on estimating the effects of category-level marketing mix variables on purchase …
Persistent link: https://www.econbiz.de/10010272734
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Mapping Consumer Power : An Integrative Framework for Marketing and Consumer Research
Denegri-Knott, Janice; Zwick, Detlev; Schroeder, Jonathan E. - 2006
To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic … research, 2) connects consumer and marketing research to high-level theorizations of power, and 3) outlines specific avenues …
Persistent link: https://www.econbiz.de/10014026950
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Predictive Modeling in Marketing : Ensemble Methods for Response Modeling
Alves Werb, Gabriela; Schmidberger, Martin - 2021
modeling problem in marketing: predicting cross-buying behavior. The best performing model, a random forest, manages to …
Persistent link: https://www.econbiz.de/10014087707
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Online surveys vs. online observations : a comparative analysis of online research methods and their impact on brand management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, pp. 49-56
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010380722
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Umfrage zur Analyse der Kunden des Tourismuszentrum Mecklenburgische Ostseeküste GmbH
Gutteck, Thomas - 2004
klassifiziert werden. Aufgrund der Daten soll erkannt werden, welche Kundenklassen überhaupt online buchen und es soll das Marketing … Daten kann man durch gezieltes Marketing auf die Kundenklassen einwirken, die bis jetzt nur wenig online buchen. Des … das weiterführende Marketing der TMO. Bei der Tourismuszentrum Mecklenburgische Ostseeküste GmbH handelt es sich um ein …
Persistent link: https://www.econbiz.de/10010297033
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Gruppenvergleiche bei hypothetischen Konstrukten: die Prüfung der Übereinstimmung von Messmodellen mit der Strukturgleichungsmethodik
Temme, Dirk; Hildebrandt, Lutz - 2008
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...
Persistent link: https://www.econbiz.de/10010263736
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Gruppenvergleiche bei hypothetischen Konstrukten : die Prüfung der Übereinstimmung von Messmodellen mit der Strukturgleichungsmethodik
Temme, Dirk (contributor); Hildebrandt, Lutz (contributor) - 2008
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...
Persistent link: https://www.econbiz.de/10003727528
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A combined approach for segment-specific analysis of market basket data
Boztuğ, Yasemin (contributor);  … - 2006
cross-category interrelationships and provide marketing managers eith only very limited recommendations regarding decition … making. The latter type of models focus on estimating the effects of category-level marketing mix variables on purchase … to the global (segment-unspecific) model. -- Marketing ; Choice Models ; Market Basket Analysis ; Cross-Category Effects …
Persistent link: https://www.econbiz.de/10003324213