Marketing Research
Preface
1
Introduction
I CONSTRUCTS
2
Construct vs. Variable
3
Satisfaction
4
Innovation
5
WOM / Virality
5.1
Structural Virality
5.2
Mechanisms/ Processes
5.2.1
Impression Management
5.2.2
Emotion regulation
5.2.3
Information acquisition
5.2.4
Social bonding
5.2.5
Persuading others
5.3
Moderators
5.4
Drivers of Virality
5.4.1
Social Currency
5.4.2
Accessibility
5.4.3
Emotions
5.5
Other variables
5.5.1
Contractuality
5.5.2
Locus of Control
5.5.3
Horizontal/Vertical Individualism
5.6
Articles
6
Sarcasm
II SUBSTANCE
7
Branding
7.1
Brand Equity
7.1.1
Brand Loyalty
7.1.2
Brand Awareness
7.1.3
Brand Associations
7.1.4
Perceived Quality
7.2
Brand Authenticity
7.3
Brand Love
7.4
Perceived Brand Globalness
7.5
Brand Relationship
7.6
Reputation
8
Advertising
8.1
Cognitive and Affective
8.2
Involvement
8.3
Advertising Effects
8.4
Estimation of Advertising Effects
8.5
Spillovers
8.6
Attribution of Advertising Effects
8.7
Advertising Content
8.8
Consumer Demand for Ads
9
Communication
9.1
Information Theory
9.1.1
Entropy
9.1.2
Divergence
9.1.3
Channel Capacity
10
Sales
11
Customer Lifetime Value (CLV)
11.1
Example
11.2
Referral value (CRV)
12
Celebrity Endorsement
13
Nudges
14
Finance-Marketing Interface
III METHODOLOGY
15
Metrics
15.1
Return on Investment (ROI)
15.2
Economic Value Added
15.3
Market Value Added
15.4
Unexpected size-adjusted advertising investments
15.5
Shareholder Complaints
15.6
Profitability
15.7
Firm Size
15.8
Financial Flexibility
15.8.1
Cash flows
15.8.2
Financial Leverage
15.9
Stock return
15.10
Financial Flexibility
15.11
Net Contribution
16
Data
16.1
MongoDB
16.2
WRDS
16.3
YouTube
16.3.1
OAuth
16.3.2
API
16.3.3
Python
16.4
Consumer Expenditure
17
Modeling in Marketing
17.1
Transformation
17.1.1
Log-transformation
17.2
Endogeneity
17.2.1
Control Function
18
Analytical Models
18.1
Positioning Models
18.2
Market Structure and Framework
18.2.1
Cournot - Simultaneous Games
18.2.2
Stackelberg - Sequential games
18.3
More Market Structure
18.4
Market Response Model
18.5
Technology and Marketing Structure and Economics of Compatibility and Standards
18.6
Conjoint Analysis and Augmented Conjoint Analysis
18.7
Distribution Channels
18.8
Advertising Models
18.9
Product Quality, Durability, Warranties
18.9.1
Akerlof
(
1970
)
18.10
Marketing Resource Allocation Models
18.10.1
Case study 1
18.10.2
Case study 2
18.10.3
Case study 3
18.11
Meta-analyses of Econometric Marketing Models
18.12
Dynamic Advertising Effects and Spending Models
18.13
Marketing Mix Optimization Models
18.14
New Product Diffusion Models
18.15
Two-sided Platform Marketing Models
19
Empirical Models
19.1
Attribution Models
19.1.1
Ordered Shapley
19.1.2
Markov Model
19.2
Sales Funnel
19.2.1
Example 1
19.2.2
Example 2
19.3
RFM
19.3.1
Visualization
19.3.2
RFMC
19.4
Customer Segmentation
19.4.1
Example 1
19.4.2
Example 2
19.5
Shopping carts analysis
19.5.1
Multi-layer pie chart
19.5.2
Sankey Diagram
19.5.3
Sequence in-depth analysis
19.6
Geodemographic Classification
20
Model Building
21
Qualitative Research
21.1
Inter-rate reliability methods
21.1.1
Percent Agreement
21.1.2
Cohen’s Kappa
21.1.3
Fleiss’kappa
21.2
Krippendorff’s Alpha
21.2.1
Kendall’s W
21.2.2
Intraclass correlation coefficients
21.2.3
Light’s kappa
22
Formative vs. Reflective Measurements
22.1
Alternative to formative model
22.2
Partial Least Squared
23
Measurement Scales
24
Preference Measurement
24.1
Conjoint Analysis
24.1.1
Full-Profile
24.1.2
Choice-based
24.1.3
Adaptive
24.1.4
Hybrid
24.1.5
Max-Diff
24.1.6
Self-explicated
24.1.7
Hierarchical Bayes analysis
24.1.8
Application
25
Image Processing
26
Surveys
27
Experiment
IV OTHERS
28
Report
29
Review Process
30
Scientific Writing
31
Behavioral Seminar
32
CB Seminar
32.1
Overview
32.2
Social Influence
32.3
Interpersonal perception and consumer lay beliefs
32.4
Emotions, mood and affect
32.5
Persuasion and attitude change
32.6
Judgment and decision making and behavioral pricing
32.7
Goals and Motivation
32.8
Culture and consumer behavior
32.9
Prosocial behavior and morality
32.10
Consumer well-being & Food Consumption Decisions
32.11
Digital marketing and WOM
32.12
Experiential consumption and time
References
Published with bookdown
Marketing Research
Marketing Research
Mike Nguyen
2021-10-20
Preface
No prerequisites required to read this book
