Marketing Research
1
Prerequisites
2
Introduction
3
Advertising
4
Brand Equity
5
Celebrity Endorsement
6
Innovation
7
WOM / Virality
7.1
Mechanisms/ Processes
7.1.1
Impression Management
7.1.2
Emotion regulation
7.1.3
Information acquisition
7.1.4
Social bonding
7.1.5
Persuading others
7.2
Moderators
7.3
Drivers of Virality
7.3.1
Social Currency
7.3.2
Accessibility
7.3.3
Emotions
7.4
Other variables
7.4.1
Contractuality
7.4.2
Locus of Control
7.4.3
Horizontal/Vertical Individualism
8
Customer Lifetime Value (CLV)
8.1
Example
8.2
Referral value (CRV)
9
Finance-Marketing Interface
9.1
Tobin’s q
9.2
Fama and French Three-factor model
9.2.1
Example 1
9.2.2
Example 2
9.3
Carhart Four-factor model
9.4
Fama and French Five-factor model
9.5
Multi-Factor Model
9.6
Event study
9.6.1
Abnormal Return
10
Advertising
11
Communication
11.1
Information Theory
11.1.1
Entropy
11.1.2
Divergence
11.1.3
Channel Capacity
12
Metrics
12.1
Return on Investment (ROI)
12.2
Economic Value Added
12.3
Market Value Added
12.4
Unexpected size-adjusted advertising investments
12.5
Shareholder Complaints
12.6
Profitability
12.7
Firm Size
12.8
Financial Flexibility
12.8.1
Cash flows
12.8.2
Financial Leverage
12.9
Stock return
12.10
Financial Flexibility
12.11
Net Contribution
13
Data
13.1
MongoDB
13.2
WRDS
13.3
YouTube
13.3.1
OAuth
13.3.2
API
13.3.3
Python
13.4
Consumer Expenditure
14
Modeling Application
14.1
Transformation
14.1.1
Log-transformation
15
Models
15.1
Market Response Model
15.2
Marketing Resource Allocation Models
15.2.1
Case study 1
15.2.2
Case study 2
15.2.3
Case study 3
15.3
Meta-analyses of Econometric Marketing Models
15.4
Dynamic Advertising Effects and Spending Models
15.5
Marketing Mix Optimization Models
15.6
New Product Diffusion Models
15.7
Two-sided Platform Marketing Models
15.8
Attribution Models
15.8.1
Ordered Shapley
15.8.2
Markov Model
15.9
Sales Funnel
15.9.1
Example 1
15.9.2
Example 2
15.10
RFM
15.10.1
Visualization
15.10.2
RFMC
15.11
Customer Segmentation
15.11.1
Example 1
15.11.2
Example 2
16
Qualitative Research
16.1
Inter-rate reliability methods
16.1.1
Percent Agreement
16.1.2
Cohen’s Kappa
16.1.3
Fleiss’kappa
16.2
Krippendorff’s Alpha
16.2.1
Kendall’s W
16.2.2
Intraclass correlation coefficients
16.2.3
Light’s kappa
17
Nudges
18
Visualization
19
Surveys
20
Construct vs. Variable
21
Experiment
References
Published with bookdown
Marketing Research
Marketing Research
Mike Nguyen
2021-05-01
Chapter 1
Prerequisites
No prerequisites required to read this book