Marketing Research
Preface
1
Prerequisites
2
Introduction
3
Advertising
3.1
Cognitive and Affective mediators of Advertising Effects
3.2
Involvement as a key moderator in advertising effectiveness
4
Brand Equity
4.1
Brand Association
4.2
Brand Loyalty
5
Satisfaction
6
Celebrity Endorsement
7
Innovation
8
WOM / Virality
8.1
Structural Virality
8.2
Mechanisms/ Processes
8.2.1
Impression Management
8.2.2
Emotion regulation
8.2.3
Information acquisition
8.2.4
Social bonding
8.2.5
Persuading others
8.3
Moderators
8.4
Drivers of Virality
8.4.1
Social Currency
8.4.2
Accessibility
8.4.3
Emotions
8.5
Other variables
8.5.1
Contractuality
8.5.2
Locus of Control
8.5.3
Horizontal/Vertical Individualism
8.6
Articles
9
Customer Lifetime Value (CLV)
9.1
Example
9.2
Referral value (CRV)
10
Finance-Marketing Interface
11
Sales
12
Communication
12.1
Information Theory
12.1.1
Entropy
12.1.2
Divergence
12.1.3
Channel Capacity
13
Metrics
13.1
Return on Investment (ROI)
13.2
Economic Value Added
13.3
Market Value Added
13.4
Unexpected size-adjusted advertising investments
13.5
Shareholder Complaints
13.6
Profitability
13.7
Firm Size
13.8
Financial Flexibility
13.8.1
Cash flows
13.8.2
Financial Leverage
13.9
Stock return
13.10
Financial Flexibility
13.11
Net Contribution
14
Data
14.1
MongoDB
14.2
WRDS
14.3
YouTube
14.3.1
OAuth
14.3.2
API
14.3.3
Python
14.4
Consumer Expenditure
15
Modeling Application
15.1
Transformation
15.1.1
Log-transformation
15.2
Endogeneity
15.2.1
Control Function
16
Analytical Models
16.1
Positioning Models
16.2
Market Structure and Framework
16.3
Market Response Model
16.4
Marketing Resource Allocation Models
16.4.1
Case study 1
16.4.2
Case study 2
16.4.3
Case study 3
16.5
Meta-analyses of Econometric Marketing Models
16.6
Dynamic Advertising Effects and Spending Models
16.7
Marketing Mix Optimization Models
16.8
New Product Diffusion Models
16.9
Two-sided Platform Marketing Models
17
Empirical Models
17.1
Attribution Models
17.1.1
Ordered Shapley
17.1.2
Markov Model
17.2
Sales Funnel
17.2.1
Example 1
17.2.2
Example 2
17.3
RFM
17.3.1
Visualization
17.3.2
RFMC
17.4
Customer Segmentation
17.4.1
Example 1
17.4.2
Example 2
17.5
Shopping carts analysis
17.5.1
Multi-layer pie chart
17.5.2
Sankey Diagram
17.5.3
Sequence in-depth analysis
17.6
Geodemographic Classification
18
Model Building
19
Qualitative Research
19.1
Inter-rate reliability methods
19.1.1
Percent Agreement
19.1.2
Cohen’s Kappa
19.1.3
Fleiss’kappa
19.2
Krippendorff’s Alpha
19.2.1
Kendall’s W
19.2.2
Intraclass correlation coefficients
19.2.3
Light’s kappa
20
Nudges
21
Visualization
22
Surveys
23
Construct vs. Variable
24
Experiment
25
Report
26
Surveys
27
Construct vs. Variable
28
Experiment
29
Image
30
Sarcasm
31
Formative vs. Reflective Measurements
31.1
Alternative to formative model
32
Scientific Writing
33
Review Process
References
34
Behavioral Seminar
Published with bookdown
Marketing Research
Chapter 21
Visualization