Marketing Theory

Marketing Theory Category

Chapter 3: Construing Life Style and Psychographics

November 8, 2017

Chapter 3 of Life Style and Psychographics

In the chapter’s first section, Reynolds and Darden present an overview of Kelly’s theory of personal constructs. The second section demonstrates how these notions can be applied to discriminate between “life styles” and “psychographics” as fields of inquiry. The final section describes how the theory may provide guidance on the choice between generalized items in the construction of life style and psychographic questionnaires.

Chapter 3: Consumer Decision-Process Models

November 8, 2017

Erik Rostad

Chapter 3 of Models of Buyer Behavior

Consumer Decision-Process Models reviews the current position in buyer behavior theory, focusing in particular on an approach involving the consumer decision process. The chapter provides an overview of the growing interest in theory, three main approaches, as well as the attitude-behavior issue. Finally, the text details the use of theory in day-to-day problem solving and basic market 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 – Clothing, Race, and Consumer Decision Making

November 13, 2017

Erik Rostad

Chapter 4 of Minorities and Marketing: Research Challenges

The authors suggest a range of hypotheses that may explain why blacks allocate a dominating portion of their income to clothing than do whites. The purpose is to draw together the major arguments about race and consumption and to outline major sets of determinants that merit research. Also discussed is the importance of this research to policy makers and private sectors, as well as possible future uses.

Chapter 4 – Positioning Using Factor Analysis

November 13, 2017

Erik Rostad

Chapter 4 of Market Structure Analysis

The chapter explores alternative technologies for constructing positioning maps. The main focus is factor analysis, which is used to extract basic dimensions which become axes on a positioning map. The resulting map purports to be as interpretable as those produced by nonmetric scaling.

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.

Some Conceptual Measurement Analytical Problems

Chapter 4: Some Conceptual, Measurement, and Analytical Problems in Life Style Research

November 8, 2017

Erik Rostad

Chapter 4 of Life Style and Psychographics

The chapter focuses on measurement, analytical and conceptual problems of life style and psychographic research. Specifically, Wind and Green focus on four questions: first, what is the role of life styles in marketing research? Second, how might the concept of life styles be modeled? Third, how might life style indicators be critiqued? And lastly, how might life style response data be analyzed? The ultimate goal is to suggest new ways of approaching the problems associated with life style and psychographic research.

Chapter 4: Some Generalizations and Problems Regarding Consumer Problem Solving in Grocery Store Channels

November 8, 2017

Erik Rostad

Chapter 4 of Models of Buyer Behavior

This chapter relates a number of constructs that are useful in analyzing the consumer problem-solving process. Drawing largely from Howard’s model and cognitive theory, a model has been constructed of the process which takes into account several factors including family composition, characteristics of products, economic factors and life cycle. The chapter breaks down the process by analyzing various models, variables, and social factors relating to buyer behavior.

Chapter 5 – Positioning Using Discriminant Analysis

November 13, 2017

Erik Rostad

Chapter 5 of Market Structure Analysis

The chapter proposes the use of discriminant analysis to product/service attribute ratings in an effort to establish the perceptual space for products of a given type. The approach uses input data exactly the same as factor analysis, and applies the technique to the same data in chapter four. The goal is to establish the need for market planners to differentiate between perceptual and preference positioning maps and to know what each is based on.

Chapter 5 – Research Needs in Consumer Credit: The Problems of Low-Income and Minority Consumers

November 13, 2017

Erik Rostad

Chapter 5 of Minorities and Marketing: Research Challenges

The chapter reviews the available evidence on three important aspects of consumers’ credit decisions. Particular emphasis is paid to the question of whether there is a distinct low-income and /or minority segment of credit users who differ from the general population along these three dimensions. The other major purpose is to recommend fruitful areas for further research.