Marketing Theory

Marketing Theory Category

Chapter 18: Seven Commandments for Users of Multivariate Methods

November 10, 2017

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 19: An Empirical Framework for Product Classification

November 8, 2017

Erik Rostad

Chapter 19 of Models of Buyer Behavior

The chapter develops a framework for product typology based on both consumer and distributive responses. The goal is to suggest new ways of defining products and brands with a view toward simplification and improving managerial and research decisions. The resulting data provides explanatory relationship between factory shipments and retail sales.

Chapter 2 – Introduction to Scaling Methods for Product Positioning

November 13, 2017

Erik Rostad

Chapter 2 of Market Structure Analysis

The authors provide a discussion of multidimensional scaling, including an analysis of measurement theory and the four major types of measuring scales. The major types of scales reviewed are nominal, ordinal, interval, and ratio. The goal is to develop an understanding of how various positioning techniques differ with regard to data input and output.

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.

Structural Dynamics Of Ghetto Marketplace

Chapter 2: Structural Dynamics of the Ghetto Marketplace

November 13, 2017

Erik Rostad

Chapter 2 of Minorities and Marketing: Research Challenges

The authors focus on change and the causes of change in low-income commercial structures. Particular emphasis is placed on the needs and opportunities for research in these areas. The authors attempt to demonstrate the importance of these structural dynamics in the understanding of the minority marketplace.

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 20: An Operational Framework for the Study of Consumer Typology and Process

November 8, 2017

Erik Rostad

Chapter 20 of Models of Buyer Behavior

An Operational Framework for the Study of Consumer Typology and Process develops an argument that both individual and group perspectives are important, and the advance of explanatory consumer theory should rest on interdisciplinary perspectives. The text produces an operational framework for use in translating complex interdisciplinary conceptual material into testable and significant questions. The paper concludes that both group and individual perspectives have relevant contributions to consumer knowledge.

Chapter 21: The Next Decade of Buyer Behavior Theory and Research

November 8, 2017

Erik Rostad

Chapter 21 of Models of Buyer Behavior

This chapter estimates the prior probability by briefly reviewing the historical perspective of the buyer behavior discipline. Furthermore, the chapter deals with current events that are likely to influence both the direction and velocity of buyer behavior theory. The text provides relevant speculation on the course of buyer behavior theory over the next decade.

Chapter 3 – Positioning Using Multidimensional Scaling Techniques (MDS)

November 13, 2017

Erik Rostad

Chapter 3 of Market Structure Analysis

The chapter provides a comprehensive analysis of nonmetric multidimensional scaling, including its origin, evolution, and application. The goal is to create an illustration of the scaling process, with topics including form of original input data, statistical processing, and final output. The study provided argues that perception, rather than preference or objective analysis, can best explain selection among major brands.

Chapter 3: Competition and Economic Dualism in the Ghetto Marketplace

November 13, 2017

Erik Rostad

Chapter 3 of Minorities and Marketing: Research Challenges

The chapter’s primary concern is that market competition in low-income areas has never been modeled. Consequently, there still exist no adequate market models of these areas from which analytic and prescriptive statements can be made. The paper details three topics that are necessary prerequisites for future examinations, which are: competition and performance, the competitive structure of the ghetto, and implications for improvement.