Competitive Analysis

Competitive Analysis Category

Chapter 15: Conjoint Measurement in Marketing Analysis

November 10, 2017

Chapter 15 of Multivariate Methods for Market and Survey Research

The chapter discusses the various models and algorithms of conjoint measurement. The text is divided into seven sections, which include an illustrative decision problem, alternate models, algorithms for data analysis, and a review of several past applications of conjoint measurement to marketing. The concluding section provides observations for future research directions.

Chapter 16: Computerized Multivariate Methods

November 10, 2017

Erik Rostad

Chapter 16 of Multivariate Methods for Market and Survey Research

The chapter develops a typology of programs which will serve to summarize the field required for their use. First to be discussed are individual computer programs, followed by program packages. The text attempts to convey the importance of the algorithms underlying these programs.

Chapter 17: Antecedent Conditions for Diffusion of Multivariate Methods

November 10, 2017

Erik Rostad

Chapter 17 of Multivariate Methods for Market and Survey Research

The chapter poses three valuable questions on multivariate methods intended for the expansion of knowledge in the field. First, in a multiple discriminant or multiple regression problem, how does one choose variables? Second, what is the role of factor analysis in solving marketing problems? Lastly, what is the function of econometric models in marketing research?

Chapter 18: Seven Commandments for Users of Multivariate Methods

November 10, 2017

Erik Rostad

Chapter 18 of Multivariate Methods for Market and Survey Research

The chapter proposes seven vital concepts in the use of multivariate methods. These include technique orientation, importance of proper communication, avoiding statistical inferences, and using the relationship between structural and functional multivariate methods. The text is meant to serve as a guide to users of multivariate methods in marketing research.

Chapter 2: Research Issues Underlying Multivariate Methods

November 9, 2017

Erik Rostad

Chapter 2 of Multivariate Methods for Market and Survey Research

The chapter presents four dimensions relevant to discussing research issues underlying multivariate methods. These dimensions include the nature of multivariate methods, alternative orientations or objectives for researchers, and certain broad concerns or issues. Also presented is how marketing may be different from other disciplines in the application of multivariate methods.

Development Application Psychographic Lifestyle

Chapter 2: The Development and Application of Psychographic Life Style and Associated Activity and Attitude Measures

November 8, 2017

Erik Rostad

Chapter 2 of Life Style and Psychographics

Hustad and Pessemier were commissioned by the marketing Science Institute to examine the field of psychographics and construct an overview of current applications and future potentials. Through numerous and thorough reviews of published articles and interviews with commercial research practitioners, they attempted to extract general themes and provide an overall assessment. The ultimate goal is to clarify the meaning of and importance of psychographic research.

Chapter 3: Predictive Validation of Multivariate Models: Regression vs. Trees

November 9, 2017

Erik Rostad

Chapter 3 of Multivariate Methods for Market and Survey Research

The chapter provides a comparative analysis of regression models and tree analysis. The text describes the superiority of tree analysis due to its capabilities with exploratory research, fewer assumptions about data, and with large sample sizes. The criterion for superiority is based on the model’s ability to make predictions on new data.

Chapter 4: Application of Regression Models in Marketing: Testing vs Forecasting

November 10, 2017

Erik Rostad

Chapter 4 of Multivariate Methods for Market and Survey Research

The chapter illustrates the key differences between theory testing and forecasting models. The text argues that when control is the purpose of a study, theory testing is more effective than forecasting. Also discussed are the methods and philosophy of testing regression models.

Chapter 5: Discriminant Analysis and Predictive Classification

November 10, 2017

Erik Rostad

Chapter 5 of Multivariate Methods for Market and Survey Research

The chapter looks at the problem of evaluating results of linear discriminant analysis from various viewpoints. Also highlighted are some features pertaining to other statistical techniques. The chapter attempts to fill the gap in literature on evaluating discriminant analysis on a management level.

Chapter 6: Multiple Discriminant Analysis: Marketing Research Applications

November 10, 2017

Erik Rostad

Chapter 6 of Multivariate Methods for Market and Survey Research

The chapter provides a brief discussion of marketing research uses of multiple discriminant analysis. Included are test hypotheses regarding group means, classification, and perceptual mapping. An appendix provides mathematical derivations and computation procedures for the techniques applied.