Market Research Category
The chapter describes parts of the large system of clustering procedures known as the BC TRY system. The text argues for a focus on psychological and conceptual interpretation rather than on mathematical algorithms. The advantages of this system are also thoroughly discussed.
Lovell begins by reviewing previous European ventures into life style and psychographics research. He then discusses in detail a large scale life stud in which he was personally involved. The main goal is to get a clear understanding of the main factors that influence the success and failure in life style research.
The chapter demonstrates the importance of the addition of cluster analysis to the family of multivariate techniques and marketing technology. The text attempts to summarize and introduce the essential concepts for application in marketing research. Selected successful applications of the procedure are also illustrated.
Food Shopping Behavior of Low-Income Households is divided into two parts: a study of food shopping behavior and a study of prices paid. In both studies, socioeconomic status of the household is the explanatory variable. The final data is highly useful in determining the prices paid and shopping consumption of a range of household incomes.
Pernica combines several of the themes reviewed by previous chapters, including criticizing the “shotgun” approach, presenting rationale and methodology for assembling relevant variables, and presenting a structural scheme to integrate the relationships between life style variables and buying motivations. Finally, he presents a detailed case to illustrate how the approaches described can be employed.
The chapter presents a conceptual, comprehensive framework linking cognitive, conative and affective aspects. In particular, it attempts to isolate situational factors that systematically intervene between attitude and behavior. The final study investigates the structure of attitude components, relates attitude with behavior, and provides operational measures of situational factors.
The chapter describes the application of a few latent structure analysis models to a number of typical marketing and advertising problems. First the central notions of LSA are presented together with formal versions of three models. Finally, basic problems encountered in applying LSA to the marketing discipline are addressed.
Wells has divided the section into three parts. The first handles the question of definitions, specifying the differences between life style and psychographic research. Secondly, he summarizes a variety of uses in which life style and psychographic research has been employed. The final section describes the difficulties, problems, and controversies that are still unresolved.
Thomas S. Robertson is the current Dean of the Wharton School of Business at the University of Pennsylvania. Prior to this position, he served as Dean of Emory University’s Goizueta Business School. He earned his B.A. in business from Wayne Univeristy and his M.A. and Ph.D. in marketing from Northwestern University. He is the author/co-author of a dozen books and over 100 scholarly articles. He is recognized nationwide as a leader of international and interdisciplinary education.
The chapter is concerned with techniques expressly designed for dealing with sets of multivariate data whose variables are in part or totally ordinal-scaled. The basic concept on which these techniques are based is monotonic regression, which is fully discussed. The concepts future applications and potential evolution are also examined.