管理者经济学4视角独特,专门为管理者而写的经济学).pptVIP

Chapter 4: Techniques for Understanding Consumer Demand and Behavior Getting Information About Consumer Behavior Expert opinion Consumer surveys Test marketing and price experiments Analyses of census and other historical data Unconventional methods Consumer Surveys Direct consumer surveys Likely questions Limitations of direct surveys Conjoint analysis Uses a ranking system More realistic than direct surveys Test Marketing and Price Experiments Test marketing Allows companies to study how consumers handle, use, and repurchase a product Provides information on potential size of market Price experiments Analyzing consumer behavior in controlled environments Other Methods U. S. census Target markets can be developed Study of current culture Evaluating methods Bias may skew results Experiments may not accurately reflect actual behavior Managerial Rule of Thumb: Analyzing Consumer Behavior Managers must consider Whether the participating groups are truly representative of the larger population Whether the answers given in these formats represent actual market behavior How to isolate the effect of different variables influencing demand Economic Approaches to Consumer Behavior Multiple regression analysis Estimates the relationship between a dependent variable and an independent variable holding constant the effects of all other variables Can be done with spreadsheet software Economic Approaches to Consumer Behavior Simple regression analysis Cross-sectional data Time series data Panel data Provides an equation that “best fits” the data Hypothetical Demand for Oranges Quantitative Measure Linear demand relationship can be shown as this equation: Simple Regression Analysis Form of regression analysis that analyzes the relationship between one dependent and one independent variable Can be done easily using the Microsoft Excel Regression feature Significance of the Coefficients Two important issues: Hypothesis testing for the significance of the estimated coefficients T