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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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Experimental Methods in Media Research
Handke, Christian - 2017
Causal effects are a prime concern in media policy research, and experimental research designs are widely regarded as the most effective way to identify and gauge causality. Nevertheless, explicit applications of experimental methods are rare in media policy research. This chapter discusses...
Persistent link: https://www.econbiz.de/10012943861
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Eine neue Lösung des alten Skalenproblems
Frank, Dirk; Schlund, Wulf - 2000
Vvorliegende Artikel diskutiert Lösungsansätze amerikanischer und englischer Psychometriker zu den Problemen mit traditionellen Ratingskalen.
Persistent link: https://www.econbiz.de/10005840566
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Pharma-Innovationskompass : Untersuchung der Marketingerfolgsfaktoren vonpharmazeutischen Produkten - Zwischenbericht
Institut für Life Sciences Management <Berlin>; …
Eine hohe pharmakologische Überlegenheit ist eine wesentliche, jedoch nichtdie einzig bestimmende Voraussetzung für den Erfolg eines innovativenWirkstoffes.• Zur Realisierung der pharmakologisch begründeten Erwartungen in dasMedikament ist der Einsatz eines fortschrittlichen...
Persistent link: https://www.econbiz.de/10005865456
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Criteria of effective marketing : analysis of corporate marketing activities in Hungary
Nagy, Szabolcs - 2015
The practice of marketing has significantly changed among companies operating in Hungary since the economic transition … with new emphasis, marketing activities and expectations have been emerged. This paper analyzes the role and significance … of marketing in corporate practices; undercover the most important activities of marketing managers in current business …
Persistent link: https://www.econbiz.de/10011399112