The guide takes the form of a hierarchy of twelve questions, through which we would recommend decision-makers work in order to arrive at an informed view of the robustness of the consumer evidence they are using for decision-making.
Classical methods of analysis are ill-suited to dealing with this type of data, so that a new family of methods has recently been developed under impetus from C. Hayashu, J. de Leeuw, G. Saporta, M. Tenenhaus and F.W. Young. They attempt, by optimal quantification subject to inherent constraints, to determine the "best" factor analysis, the "best" regression procedure, and so on. This paper is concerned with a decisional (l.e. guiding selection of explanatory variables) method put forward by G. Saporta.
Configuration analysis is a procedure based on the Chi2-method. As far as we know, the German G. A. LIENERT orally reported on it two years ago for the first time. Since there are rather few presuppositions for its application, as experience has shown so far, it is especially well suited for marketing research considering the following types of problems: 1. Differentiating the connection of various alternative features; 2. Optimalizing a pure classification of test persons with regard to special features. As to the first problem, configuration analysis allows for an examination of non-linear interactions of higher orders which are known to be considered as non-existent in factor analysis, so that factors can come up which would not occur in a non-linear approach. In this regard, configuration analysis can be taken for an extension of factor analysis towards curvy-linearity.
Configuration analysis is a procedure based on the Chi2-method. As far as we know, the German G. A. LIENERT orally reported on it two years ago for the first time. Since there are rather few presuppositions for its application, as experience has shown so far, it is especially well suited for marketing research considering the following types of problems: 1. Differentiating the connection of various alternative features; 2. Optimalizing a pure classification of test persons with regard to special features. As to the first problem, configuration analysis allows for an examination of non-linear interactions of higher orders which are known to be considered as non-existent in factor analysis, so that factors can come up which would not occur in a non-linear approach. In this regard, configuration analysis can be taken for an extension of factor analysis towards curvy-linearity.
In recent years there has been growing interest among marketing management in the possibilities of using quantitative techniques as aids to decision making. This interest is reaching epidemic proportions in many industries not least the pharmaceutical industry, and considerable confusion about the roles of these models has been generated. My paper describes a quantitative model of a pharmaceutical market and will, I hope, shed some light on the pitfalls of using such techniques as well as the very real benefits which can be derived.
This paper deals with problems encountered in trying to fit mathematical line projections to the trends of available data and in combining these projections into an objective forecast of the most probable developments which may effect retail trade over the next ten, twenty and thirty years. The paper describes how various problems were overcome and how progress was made towards developing the projections into a form suitable for a computer programme and continuous revision. This paper deals only with the development of a method to produce a long term forecast of the grocery and provision market, with two specific uses: 1. To discover what economic levels will result if all projected trends continue unchanged; and 2. to be modified as soon as there is a change in the current trend of any of the projected component series.
The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand that this method has been demonstrated on freely available media material. All consideration can naturally be used without limitation in consumer analysis. The brand producer can directly read from these figures where his product has settled in the space, which competing products are near by and how the similarity is characterised. This makes the connections in the market clearer and offers simultaneously a synthetic evaluation of consumer behaviour, knowledge of which is an important aid for decisions on marketing strategy.
The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand that this method has been demonstrated on freely available media material. All consideration can naturally be used without limitation in consumer analysis. The brand producer can directly read from these figures where his product has settled in the space, which competing products are near by and how the similarity is characterised. This makes the connections in the market clearer and offers simultaneously a synthetic evaluation of consumer behaviour, knowledge of which is an important aid for decisions on marketing strategy.
The model is designed to aid a decision maker who is considering the expansion of existing facilities or building a new plant for old or new products. The model conditionally expands the facilities if the ratio of manufacturing capacity to potential customer demand is at the point the decision maker believes new facilities are required.
The model is essentially a modified and completed, DAG-MAR inspired system containing various psychological measures , questions about actual behaviour, distribution and reading habits (media information). It distinguishes between the analysis of short term effects (i.e. measurement of the current campaign) and the long term effects. It is completed by an analysis of the communication content of the advertising. The model is non-linear. Sampling is done every four weeks and is random, but the model has also been applied to selected target groups.
In order to get a maximum profit from market research it is necessary that the following steps should he carried out: 1. Formulation of a problem in terms amenable for market research? Asking for a high degree of commercial sophistication; 2. Surveying proper, asking for a well trained and supervised staff of field workers; 3. Coding, punching and machining, asking for a rather specialised punch, card equipments; 4. Interpretation of data, presupposing formal schooling in statistics and commercial economics and a sufficient acquaintance with obtainable reference material; 5. Blending of the information gathered by the research with the existing body of information.