Marketing analytics: a practitioner's guide to marketing analytics and research methods
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Singapore [u.a.]
World Scientific
2015
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| Schlagworte: | |
| Online-Zugang: | Ausführliche Beschreibung Inhaltsverzeichnis |
| Beschreibung: | Contents: Brand -- Brand and brand image -- Segmentation -- Brand equity -- Consumer -- Qualitative research -- Quantitative research -- Customer satisfaction and customer value -- Consumer panels -- Consumer analytics and big data -- Product -- New product development -- Product design -- Product validation -- Advertising -- How advertising works -- New media -- Digital marketing -- Advertising research -- Price and promotion -- Price -- Promotion -- Market mix modelling -- Retail -- Retail tracking -- Retail analytics -- Sales and distribution -- Category management -- References -- Subject index -- Company and product index -- People and place index. |
| Beschreibung: | XXIV, 694 S. Ill., graph. Darst. |
| ISBN: | 9789814641364 9789814678575 9814641367 9814678570 |
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| 500 | |a Contents: Brand -- Brand and brand image -- Segmentation -- Brand equity -- Consumer -- Qualitative research -- Quantitative research -- Customer satisfaction and customer value -- Consumer panels -- Consumer analytics and big data -- Product -- New product development -- Product design -- Product validation -- Advertising -- How advertising works -- New media -- Digital marketing -- Advertising research -- Price and promotion -- Price -- Promotion -- Market mix modelling -- Retail -- Retail tracking -- Retail analytics -- Sales and distribution -- Category management -- References -- Subject index -- Company and product index -- People and place index. | ||
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Datensatz im Suchindex
| _version_ | 1804174759213137920 |
|---|---|
| adam_text | Contents
Preface vii
Acknowledgement ix
Author xi
PARTI BRAND
Chapter 1 Brand and Brand Image 3
Pink Diamonds? 4
Lesson from the Summer of 1985 6
Brand 7
Positioning 9
Brand Image Tracking 12
Image Profiling 14
Perceptual Mapping 19
Chapter 2 Brand Equity 23
ZEN versus iPod 24
Benefits of Brand Equity 26
The Loyalty Pyramid 27
Net Promoter Index and Net Advocacy Index 33
Brand Equity Models 34
Computing the Brand Equity Index 36
Data Interpretation and Analysis 37
Drivers of Brand Equity 39
Brand Image 43
Case Inulas 46
Overview — Brand Equity Model 48
Case I Shopper Trends — Food and Grocery Shopping in Singapore 51
xiv Marketing Analytics
PART II CONSUMER
Chapter 3 Segmentation 69
Schizophrenic Consumers 69
Need-States 71
Segmentation 71
A Priori Segmentation Methods 75
Post hoc Segmentation Methods 77
Segmentation Analysis 78
Targeting 83
Chapter 4 Qualitative Research 85
Difference between Qual and Quant 86
Consumer Generated Media and Conventional Market Research 88
Applications of Qualitative Research 92
Exploratory 92
Explanatory or Diagnostic 93
Evaluative 93
Qual with Quant Research 94
Product Development 94
Creative Development 95
Motivational Research, Semiotics, Usage Attitude 95
Packaging Development 97
The Qualitative Advantage 97
Watchouts 97
Modes of Data Collection 99
Group Discussions 99
Interviews 100
Observation 101
Online Qual 102
Research Design and Preparation 109
Projective and Enabling Techniques 111
Word Association 113
Third Party Questioning 113
Contents XV
Sentence Completion 114
Personification 114
Brand Mapping 115
Drawing and Collage 115
Bubble Drawings 116
Role-Playing 116
Laddering 117
Body Language 118
Guidelines for Moderating Groups 121
Analysis and Interpretation 122
Chapter 5 Quantitative Research 125
Problem Definition 126
Research Design 127
Questionnaire Design 127
Information Needs 130
Sampling 134
Data Collection 135
The Analysis Process 141
Interpretation and Recommendation 142
Chapter 6 Customer Satisfaction and Customer Value 147
Impact of Retention and Attrition 147
Evolution of Customer Satisfaction 149
Customer Satisfaction and Employee Satisfaction 150
Customer Loyalty 151
Customer Satisfaction Research 153
Transaction Survey 155
Relationship Survey 158
Drivers of Customer Loyalty and Satisfaction 160
Interpretation and Recommendation 164
The Kano Model 167
Customer Value 173
Customers Purchasing Philosophy 174
xvi Marketing Analytics
Value-in-Use Analysis 175
Value Assessment 177
Overview — Customer Value Management 179
Chapter 7 Consumer Panels 181
Background on Consumer Panels 182
Research Methodology 184
Width and Depth of Purchase 185
Buyer Groups 188
Profile Analysis 193
Brand Loyalty (Behavioural) 194
Trial and Repeat Purchase 195
Overlap 197
Basket 198
Gain-loss 200
Case Example — Johnson’s Body Care 204
Chapter 8 Consumer Analytics and Big Data 209
Big Data 212
Data Management Tools and Technologies 212
Consumer Analytic Techniques 218
Machine Learning Techniques 218
Data Mining 220
Sourcing from Social Media 222
Optimization/Analysis Techniques 223
Visualization 224
Cognitive Systems — the 3rd Age of Computing 224
Benefits 226
People 227
Applications 228
Case II Vizag 233
Caselll Hectomalt 243
Contents xvii
PART III PRODUCT
Chapter 9 New Product Development 267
Change 268
Innovation 270
New Product Development Process 272
Ideation 273
Knowledge Immersion 274
Consumer Immersion 276
Generating Insights 277
Generating Ideas 280
Concept Development 289
Product Development 290
Product Launch 292
Chapter 10 Product Design 295
IBM 360 295
Sensory Research 298
The Kano Model and Conjoint Analysis 301
Conjoint Analysis 302
House of Quality 317
Chapter 11 Product Validation 321
Moments of Truth 323
Launch Validation Methods 325
Simulated Test Markets 328
BASES 330
Controlled Store Test 336
Product Launch Evaluation 340
Parfitt-Collins Model 341
The Bass Diffusion Model 346
Case IV Hecto Grow 353
xviii Marketing Analytics
PART IV ADVERTISING
Chapter 12 How Advertising Works 371
Tradition of Great Advertising 371
Advertising through the Ages 373
Advertising Mechanisms 377
Salience 378
Persuasion 380
Likeability 381
Symbolism 381
Relationship and Involvement 382
Emotion 383
Measurement Issues 384
Chapter 13 New Media 387
The Old Order Changeth 387
Uprisings 388
Lessons for Marketers 389
New Media 390
New Rules, New Perspectives 392
Levelling the Marketing Playing Field 392
The Advent of Co-creation 392
Permission Marketing 394
Riding the Long Tail 394
Inbound and Outbound Marketing 395
Turning Point for Television 396
Consumer Trends — Media Consumption 397
Online Video Distribution Trends 401
Interactive Television 402
Internet Basics 404
Chapter 14 Digital Marketing 407
What Works Online 408
Building Online Assets 411
Contents xix
Websites 412
Blogs 412
Internet Forums 412
Social Media 413
Content is King 413
Personalization 415
Advertising on the Net 416
Challenge Facing Low Involvement Categories 418
Challenge of Reaching the Masses 419
Digital Advertising Formats 423
Search 428
Search Engine Optimization 428
Web Analytics 432
Web Traffic Data 432
Web Intelligence 434
Controlled Website Tests 435
Chapter 15 Advertising Research 437
Copy Testing (Pre-Testing) 439
Testing Advertising Online 440
Advertising Tracking (Post-Testing) 441
Gross Rating Points 441
Audience Measurement 442
Continuous Interviewing versus Dipsticks 442
Tracking Questionnaire 443
Advertising Research Imperatives 444
Branded Memorability 445
Persuasion 447
Uniqueness 449
Likeability 450
Image and Symbolism 450
Involvement 451
Emotion 451
Communication 454
Awareness Index Model 455
XX
Marketing Analytics
PART V PRICE AND PROMOTION
Chapter 16 Price 463
At What Price Should We Sell Our Product? 463
Basics of Pricing Research 465
Importance of Realism in Pricing Research 466
Price Elasticity of Demand 466
Factors Affecting Consumers’ Sensitivity to Price 467
Pricing Research Methods 469
Gabor-Granger 471
Van Westendorp Price Sensitivity Meter 473
Brand Price Trade-off 475
Conjoint Analysis 478
Discrete Choice Modelling 479
Case Example — Rationalizing Brand 481
Chapter 17 Promotion 483
In-Store Promotion and Media 484
Types of Promotions 485
Trade Promotion 486
Consumer Promotion 488
The Need to Rationalize Promotions 488
Promotion-Commotion-Demotion 489
Promotion Evaluation — Metrics 490
Basic Assessment of Sales Promotions 491
Market Modelling 492
Chapter 18 Market Mix Modelling 495
Design Considerations 496
Sales Response Function 497
Interaction Effects 500
Competitive Effects and Market Share Models 502
Dynamic Effects 504
Long Term Effect (Advertising) 510
Contents xxi
Baseline and Incremental Volume 511
Promotions Response Model 512
Model Validity: How Good is the Fit? 515
Watchouts and Guidelines 517
Interpretation and Analysis 519
Discount Elasticity 519
Cannibalization 521
Displays and Cooperative Advertisement 522
Sales Decomposition and Due-To analysis 523
What-if Analysis 525
CaseV Yakult 527
PART VI RETAIL
Chapter 19 Retail Tracking 535
Founding of the Nielsen Company, and the Nielsen Code 536
Applications of Retail Tracking 537
Where to Measure Sales? 541
Retail Measurement Services 543
Define Universe 545
Retail Census 546
Sample Design and Recruitment 549
Data Collection 550
Data Processing 551
Data Projection 552
Analysis and Interpretation 555
Chapter 20 Retail Analytics 561
Outlet Group Analysis Using Tracking Data 563
Case Example — Wheel and Nirma Pricing Analysis 565
Analysis Using Transaction Data 565
Customer Profile Analysis 567
Loyalty and Propensity 567
xxii Marketing Analytics
Assortment Analysis 569
Case Example — Evaluation of Opening of New Petrol Station 570
Chapter 21 Sales and Distribution 575
Interdependence of Demand and Supply 576
Components of Sales — Width and Depth 577
Measures for Distribution (Width) 577
Sales and Distribution Priorities 579
Distribution Network — Basics 579
Right Channels, Right Chains 582
Right Assortment 584
Managing Assortment 586
Battle for Shelf Space 587
Measures of Assortment 588
Number of Items Stocked 589
Sales per Point of Weighted Distribution 591
Share in Handlers 592
Average Sales per Store 592
Rate of Sales (Adjusted Average Sales per Store) 594
Cash Rate of Sales, Rate of Gross Profit 595
Portfolio Analysis 597
Fragmentation Analysis 598
Securing Retailer Support 599
Managing Stock in trade 600
Allocation of Shelf Space (Forward Stock) 602
Cost of Stockouts 604
Chapter 22 Category Management 607
Category Management Overview 608
Partnership between Retailers and Manufacturers 611
Trade Marketing 614
Origins of Category Management 615
Trade Formats — FMCG 618
Categories 620
Contents xxiii
Category Roles 621
Category Strategies 623
Review 624
Retail Mix 627
Price 627
Promotion and In-Store Media 628
Space Management 629
Execution 631
Benefits of Category Management 632
Case VI Little People 633
Case VII Inulas 637
APPENDICES
Appendix A: Sampling 647
Sampling Methods 648
Probability Sampling 648
Simple Random Sampling 648
Systematic Sampling 648
Stratified Sampling 649
Non-Probability Sampling 650
Sample Weighting 651
Sample Size 651
Central Limit Theorem 652
Sampling Standards in Retail Measurement 654
Sample Size — Random Sampling 655
Sample Size — Stratified Sampling 656
Population Proportions 657
Sample and Non-Sample Errors 660
Appendix B: Gain-loss Algorithms: Assumptions/Limitations 663
Standard Gain-loss Algorithm 664
Nested Gain-loss 667
xxiv Marketing Analytics
Hierarchical Gain-loss 669
Conclusion 669
References 675
Subject Index 681
Company and Product Index 692
People and Place Index 695
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV042594720 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T07:05:30Z |
| institution | BVB |
| isbn | 9789814641364 9789814678575 9814641367 9814678570 |
| language | English |
| lccn | 2014041299 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028027894 |
| oclc_num | 917886216 |
| open_access_boolean | |
| owner | DE-N2 DE-1050 DE-473 DE-BY-UBG DE-355 DE-BY-UBR DE-703 DE-860 DE-858 DE-M347 DE-739 |
| owner_facet | DE-N2 DE-1050 DE-473 DE-BY-UBG DE-355 DE-BY-UBR DE-703 DE-860 DE-858 DE-M347 DE-739 |
| physical | XXIV, 694 S. Ill., graph. Darst. |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | World Scientific |
| record_format | marc |
| spelling | Charan, Ashok Verfasser (DE-588)1075195837 aut Marketing analytics a practitioner's guide to marketing analytics and research methods Ashok Charan Singapore [u.a.] World Scientific 2015 XXIV, 694 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Contents: Brand -- Brand and brand image -- Segmentation -- Brand equity -- Consumer -- Qualitative research -- Quantitative research -- Customer satisfaction and customer value -- Consumer panels -- Consumer analytics and big data -- Product -- New product development -- Product design -- Product validation -- Advertising -- How advertising works -- New media -- Digital marketing -- Advertising research -- Price and promotion -- Price -- Promotion -- Market mix modelling -- Retail -- Retail tracking -- Retail analytics -- Sales and distribution -- Category management -- References -- Subject index -- Company and product index -- People and place index. Datenverarbeitung Marketing research Data processing Quantitative research Datenverarbeitung (DE-588)4011152-0 gnd rswk-swf Wandel (DE-588)4234987-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Leistungsbewertung (DE-588)4167271-9 gnd rswk-swf Informationstechnik (DE-588)4026926-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Verbraucherverhalten (DE-588)4062644-1 s Informationstechnik (DE-588)4026926-7 s Wandel (DE-588)4234987-4 s DE-604 Marktforschung (DE-588)4037630-8 s Datenverarbeitung (DE-588)4011152-0 s Marketingmanagement (DE-588)4168907-0 s Leistungsbewertung (DE-588)4167271-9 s Erscheint auch als Online-Ausgabe, PDF 978-981-4641-38-8 text/html http://www.worldscientific.com/worldscibooks/10.1142/9382 Ausführliche Beschreibung Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028027894&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Charan, Ashok Marketing analytics a practitioner's guide to marketing analytics and research methods Datenverarbeitung Marketing research Data processing Quantitative research Datenverarbeitung (DE-588)4011152-0 gnd Wandel (DE-588)4234987-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Marktforschung (DE-588)4037630-8 gnd Leistungsbewertung (DE-588)4167271-9 gnd Informationstechnik (DE-588)4026926-7 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4011152-0 (DE-588)4234987-4 (DE-588)4168907-0 (DE-588)4062644-1 (DE-588)4037630-8 (DE-588)4167271-9 (DE-588)4026926-7 (DE-588)4037589-4 |
| title | Marketing analytics a practitioner's guide to marketing analytics and research methods |
| title_auth | Marketing analytics a practitioner's guide to marketing analytics and research methods |
| title_exact_search | Marketing analytics a practitioner's guide to marketing analytics and research methods |
| title_full | Marketing analytics a practitioner's guide to marketing analytics and research methods Ashok Charan |
| title_fullStr | Marketing analytics a practitioner's guide to marketing analytics and research methods Ashok Charan |
| title_full_unstemmed | Marketing analytics a practitioner's guide to marketing analytics and research methods Ashok Charan |
| title_short | Marketing analytics |
| title_sort | marketing analytics a practitioner s guide to marketing analytics and research methods |
| title_sub | a practitioner's guide to marketing analytics and research methods |
| topic | Datenverarbeitung Marketing research Data processing Quantitative research Datenverarbeitung (DE-588)4011152-0 gnd Wandel (DE-588)4234987-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Marktforschung (DE-588)4037630-8 gnd Leistungsbewertung (DE-588)4167271-9 gnd Informationstechnik (DE-588)4026926-7 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Datenverarbeitung Marketing research Data processing Quantitative research Wandel Marketingmanagement Verbraucherverhalten Marktforschung Leistungsbewertung Informationstechnik Marketing |
| url | http://www.worldscientific.com/worldscibooks/10.1142/9382 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028027894&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT charanashok marketinganalyticsapractitionersguidetomarketinganalyticsandresearchmethods |