Marketing Research
Preface
1
Prerequisites
2
Introduction
I CONSTRUCTS
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 Meaning
7.2
Brand Equity
7.2.1
Brand Association
7.2.2
Brand Loyalty
7.2.3
Brand Image
7.2.4
Brand Personality
8
Advertising
8.1
Cognitive and Affective
8.2
Involvement
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
Market Response Model
18.4
Marketing Resource Allocation Models
18.4.1
Case study 1
18.4.2
Case study 2
18.4.3
Case study 3
18.5
Meta-analyses of Econometric Marketing Models
18.6
Dynamic Advertising Effects and Spending Models
18.7
Marketing Mix Optimization Models
18.8
New Product Diffusion Models
18.9
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
23
Image Processing
IV OTHERS
24
Report
25
Review Process
26
Scientific Writing
27
Behavioral Seminar
28
CB Seminar
28.1
Overview
28.2
Social Influence
28.3
Interpersonal perception and consumer lay beliefs
28.4
Emotions, mood and affect
28.5
Persuasion and attitude change
28.6
Judgment and decision making and behavioral pricing
28.7
Goals and Motivation
28.8
Brand personality and consumer -brand relationships
28.9
Culture and consumer behavior
28.10
Prosocial behavior and morality
28.11
Consumer well-being
28.12
Digital marketing and WOM
28.13
Experiential consumption and time
29
Surveys
30
Construct vs. Variable
31
Experiment
References
Published with bookdown
Marketing Research
Chapter 1
Prerequisites
No prerequisites required to read this book