This paper will cover true Customer Satisfaction Research, and the many distinct steps that are needed to achieve the goal - understanding what makes your client's customers loyal. These techniques can give a Market Research organisation dramatic new services, services which are every bit as important to their clients as their Market Research services.
This paper deals with short-term forecasting of market shares using market share models. The predictive power of market share models is a subject that has received considerable attention in marketing literature. However, hardly any attention has been paid to the question of how the values of the marketing instruments of competitors can be predicted. This is remarkable since these values constitute the input variables for the market share model. In this paper we will investigate the sensitivity of predicted market shares to different assumptions with respect to competitive behaviour.
The goal of this paper is to evaluate the potential of marketshare models as decision-support tools. We apply systematically different versions of market-share models to a reasonably large set of state-of-the-art quality data (excluding, however, scanner data). In this process, we investigate a series of problems inherent in the specification and estimation of these models.
This paper presents a quantitative marketing research survey through the use of multivariate techniques to address several pre-launch issues of a new product. The main emphasis in the analysis is the use of the conjoint model to determine the actual market share potential of a new product against a defined market. The survey addressed other marketing issues such as product awareness, usage, psychographic segmentation, promotional emphasis, pricing and positioning. After identifying each potential market segment, the use of the conjoint model produced a market estimate that was significantly accurate to the actual market share 12 months after launch.
The present paper describes the devices adopted in order to construct the transition matrix which is going to serve as the model's input : they involve breaking down each purchasing sequence into pairs of elementary purchases. But this in turn created a new series of difficulties : the aggregating of unequal intervals between purchases, the impossibility of retracing an individual loyalty to a brand from repurchasing rates. The proposed solution consists of segmenting the market according to two dimensions that emerge from the Markov mechanism -purchasing intensity, and loyalty which also prove very instructive as far as marketing is concerned . The experiments carried out on two non-durable consumer product markets consisted of comparing predicted shares with actual shares over a period of three years, and enabled us to define the degree of reliability of the model.
The present paper describes the devices adopted in order to construct the transition matrix which is going to serve as the model's input : they involve breaking down each purchasing sequence into pairs of elementary purchases. But this in turn created a new series of difficulties : the aggregating of unequal intervals between purchases, the impossibility of retracing an individual loyalty to a brand from repurchasing rates. The proposed solution consists of segmenting the market according to two dimensions that emerge from the Markov mechanism -purchasing intensity, and loyalty which also prove very instructive as far as marketing is concerned . The experiments carried out on two non-durable consumer product markets consisted of comparing predicted shares with actual shares over a period of three years, and enabled us to define the degree of reliability of the model.