Marketing Research的课件- In_sum_s.ppt

In sum … Session: May 7; 2010 HBBAT: -; Sheets only. Some examples of Marketing Research Problems : Villa Pardoes, Esprit, Tio Pepe sherry: Image/Competitive Positioning? Dela, Océ, T-Mobile: Optimal ‘product package’? Albert Heijn/Vodafone: Effectiveness of local promotion ads / in-store electronic displays? Neckermann mail order company: Set up efficient direct mailing campaigns? ixX Pharma: Improve Shelf Display? Fortis Bank: Segmentation and Targeting the ‘private’ market? Cases: Some Types of Analyses(Main methods)+ auxiliary Image/Positioning research (MDS)+regression NPD research (Conjoint)+clustering Segmentation (Cluster)+factor, ANOVA, Logistic R Targeting (Logistic)+ANOVA Marketing Mix effectiveness (ANOVA, Logistic, (Dummy variable) regression) Use other methods for pre-analysis and validation Key Characteristics of Multivariate methods Dependence/Interdependence Number of dependent variables Data scale of (dependent/independent) variables Main purpose? Compositional or Decompositional Statistical Assumptions Theory based vs exploratory * * What type of relationship is being examined? How many variables are being predicted? What is the measurement scale of the dependent variable? Canonical correlation analysis (chapter 8) What is the measurement scale of the dependent variable? What is the measurement scale of the predictor variable? Multivariate analysis of variance (chapter 6) Metric Nonmetric Metric Nonmetric Structural equation modeling (chapter 11) Canonical correlation analysis with dummy variables (chapter 8) Metric Nonmetric Multiple regression (chapter 4) Conjoint analysis (chapter 7) Dependence Multiple relationships of dependent and independent variables Several dependent variables in single relationship One dependent in a single relationship Multiple discriminant analysis (chapter 5) Linear probability models (chapter 4) Logistic/Discriminant How many variables are being predicted? How are the attributes measured? Factor analysis (chapter