User generated content in the form of customer reviews, blogs or tweets is an emerging and rich source of data for marketers. Topic models have been successfully applied to such data, demonstrating that empirical text analysis benefits greatly from a latent variable approach which summarizes...

Firms collect an increasing amount of consumer feedback in the form of unstructured consumer reviews. These reviews contain text about consumer experiences with products and services that are different from surveys that query consumers for specific information. A challenge in analyzing...

In the social sciences, it is often useful to introduce latent variables and use structural equation modeling to quantify relations among observable and latent variables. This paper presents a manual, describing how to estimate structural equation models in a Bayesian approach with R. Parameter...

Marketing expenditures in the form of pricing, product development, promotion and channel development are made to maximize return on investment. A challenge in evaluating the effectiveness of these expenditures is that decisions such as whether to lower prices or run promotions are made based on...