Marketing Strategy

Marketing Strategy Category

Multivariate Analysis Variance

Chapter 7: Multivariate Analysis of Variance

Chapter 7 of Multivariate Methods for Market and Survey Research

The chapter is devoted to a discussion of multivariate analysis of variance. A general model is presented first, followed by en exposition of the extension of experimental design techniques. Methods of follow-up analysis used to identify significant differences are also discussed.

Pattern Recognition Stochastic Series

Chapter 7: Pattern Recognition in Stochastic Series

Chapter 7 of Models of Buyer Behavior

Pattern Recognition in Stochastic Series is concerned with the processes people use to understand the environment within which they make choices. The chapter dissects the major problems facing analysts and presents several equations and theoretical models for determining information transmission and reception. Step-by-step guidelines and two hypotheses are provided for understanding theories of consumer behavior.

Benefit Structure Analysis

Chapter 8 – Benefit Structure Analysis

Chapter 8 of Market Structure Analysis

The chapter describes the technique of benefit structure analysis, developed by one of the authors and used to systematically search for needs in broadly defined markets. The resulting benefit structure study has two objectives: to identify the most important consumer needs within a broad need area, and; to measure the extent to which these needs are not being met. Awareness of both the size of the needs and need deficiencies offers ideal direction for product improvement and promotion.

Canonical Analysis Marketing Research

Chapter 8: Canonical Analysis in Marketing Research

Chapter 8 of Multivariate Methods for Market and Survey Research

The chapter suggests a method to analyze questions having to do with the relationship between sets of variables. The canonical method, which is the extension of multiple regression to the case of more than one variable, is discussed in depth. The text attempts to fill the gap in literature on canonical analysis.

Deriving Empirically Testable Version Howard Sheth Model Buyer Behavior

Chapter 8: Deriving an Empirically Testable Version of the Howard-Sheth Model of Buyer Behavior

Chapter 8 of Models of Buyer Behavior

This chapter attempts to adapt the Howard-Sheth model of buyer behavior for specific empirical testing. Through a thorough analysis of data collection problems, and possible variables, the theory is fully presented and dissected. The paper’s ultimate goal is to prove the theory amenable to formulation as a system of simultaneous equations.

Use of Psychographics in Analysis of Channels of Distribution

Chapter 8: Use of Psychographics in Analysis of Channels of Distribution

Chapter 8 of Life Style and Psychographics

The text focuses on a major approach to life style analysis: analysis of American life style by observation of a sequence of events. Hodock reviews important changes in the distributions system, demonstrating how they are both the cause and effect of changes in life styles. He closes with current and potential future developments in life styles, showing how these developments will affect distribution systems.

Conjoint Measurement Multiple Trade Off Analysis

Chapter 9 – Conjoint Measurement: Multiple Trade-Off Analysis

Chapter 9 of Market Structure Analysis

The chapter discusses two approaches to deriving consumers’ utility functions for attributes and levels of attributes. These approaches, orthogonal array and pair-wise trade-off comparisons, are currently the most widely used. The ultimate goal is to deal with the problem of predicting psychological response to physical change in stimuli.

Canonical Correlation and Marketing Research

Chapter 9: Canonical Correlation and Marketing Research

Chapter 9 of Multivariate Methods for Market and Survey Research

The chapter evaluates the appropriateness of the canonical correlation approach as compared to other approaches when deciphering a certain problem. Also presented is the use of canonical analysis when comparing multiple perspectives in a research study. The text attempts to determine the reason behind the limited literature on canonical correlation analysis and fill that gap.

Confidence Validated Construct

Chapter 9: Confidence as a Validated Construct

Chapter 9 of Models of Buyer Behavior

Confidence as a Validated Construct assesses the extent to which confidence can be viewed as a validated construct. By creating a nomological network with confidence as an element, relations among the construct can be specified. Ultimately, the chapter demonstrates the valuable role of confidence as a variable in buyer behavior.

Psychographics and Industrial Design

Chapter 9: Psychographics and Industrial Design

Chapter 9 of Life Style and Psychographics

The chapter provides a brief report with supportive evidence from a controlled experiment that psychographic research works. The study attempts to prove that a set of psychographic factors can communicate meaningful information to the industrial designer prior to beginning his efforts. This suggests the superiority of the question-answer marketing research approach versus designer’s question-asking approach.