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Videos

Smart data works!

Our goal was to conduct a study on a research project using ‘big data’ and to compare the outcome of the analyses with traditional survey research. Online shopper ratings and review data in social media is an exciting and ‘on...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Stefan Maas, Nikolai Reynolds, Robert Wiggall
Company: Ipsos MRBI
November 11, 2018

Research papers

Smart data works

Our goal was to conduct a study on a research project using ‘big data’ and to compare the outcome of the analyses with traditional survey research. Online shopper ratings and review data in social media is an exciting and ‘on...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Nikolai Reynolds, Stefan Maas, Robert Wiggall
Company: Ipsos MRBI
November 11, 2018

Research papers

Testing effect hierarchy models by way of latent class analysis

Effect hierarchy models have a long and well-establis tradition in marketing and communication research. Figure 1.1. contains an overview of some of the more prominent ones, viz. the "AIDA" model due to Strong (1925), the "Hierarchy of Effects" model...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Carsten Stig Poulsen, Anders Ussing
June 15, 1984

Research papers

Backwards segmentation using hierarchical clustering and Q-factor analysis

Two basic questions facing the researcher when dealing with backwards segmentation relate to the choice of the data handling technique and the choice of variables to work with. The findings reported here suggest that the latter question is far more...

Catalogue: Seminar 1972: Segmentation And Typology
Author: Flemming Hansen
June 15, 1972