Summarising his recently launched book: "MARKETING is FINANCE is BUSINESS" in 4 key stages, you will discover the rocket science behind the creation of meaningful marketing miracle in the galactic age upon us. Chris will show why marketing based on fundamentals (like insights) is so much more than pretty pictures and Silicon snake oil. He will inspire us: 1) To (literally) look up to the sky and challenge our current mindsets; 2) To look back on the last 50 years of marketing and finance; 3) To build on it looking forward to the next 50 years, and; 4) To eventually translate marketing in the language your board and investors can and want to understand. This last part will go deeper on his trademarked prototype for Alpha M, the world's first-ever marketing rating model. Alpha M is designed to help marketers "speak better Wall Street", and to help the finance world make smarter investment decisions.
When it comes to Web surveys, the type of attribute rating scale used does matter. Based upon data collected during the Burke Strategic Consulting Group's recent Workforce Perspectives® study, this paper shows how responses to drop-down box, radio button, and fill-in-the-blank survey interfaces can differ significantly from each other. Distributions of responses will differ depending upon the scale used. What might have an ever greater impact on utilization of survey findings is the fact that a radio button scale can drive respondents to more frequently use the same response option.
This paper compares conjoint and logit modeling approaches/ when input data is a complete rank ordering of the concepts in a full factorial design, and when input data is a rating scale (i.e. an ordered categorisation) of the concepts in a full factorial design. The comparisons are made not only in terms of how well each model fits the judgmental data on the experimental concepts, but also in terms of how well each of them predicts the judge's evaluations of a second set of hypothetical concepts. The comparisons indicate that logit modeling performs almost as well as traditional conjoint analysis in terms of both internal and predictive validity.
This paper addresses the problems associated with using rating scale techniques in cross-cultural research. The objective of the study was to assess which of four types of rating scale (verbal, numerical, visual and graphic line) was the most appropriate to use among English, Afrikaans, Coloured, Indian, Xhosa, Northern Sotho and Zulu respondents.
The purpose of the study was to select the most appropriate scale for the measurement of Africans' satisfaction with their transport services. Four types of scale (verbal, numerical, visual and graphic) were selected. Two types of each of these scales were tested, making 8 scales in all. The sample consisted of 273 respondents, all of whom made a similar journey to work each day. Five aspects of the respondents' transport to work served as the validation criteria for the scales. An important criterion for selecting the most appropriate scale was suitability for use among illiterates.
Combining a battery of semantic differentials you will obtain an instrument called "Polaritatsprofil" in Germany. This has been used for years as a standard instrument for solving image problems in market research as well as in university research. Applied to various objects the respective means can be correlated and then factor-analysed mainly by means of the Q-technique or the R-technique. The images of firms and products can be related by means of correlations with a great deal of other objects which are studied in wide-spread research at the German universities and in institutes for market-research. After factor-analyzing these results P. Hofstatter e.g. constructed a semantic space defined by the ordinate F and the abscissa F2. The axis can be interpreted as independent factors, i.e. "efficiency" and "emotion".
Combining a battery of semantic differentials you will obtain an instrument called "Polaritatsprofil" in Germany. This has been used for years as a standard instrument for solving image problems in market-research as well as in university-research. Applied to various objects the respective means can be correlated and then factor-analysed mainly by means of the Q-technique or the R-technique. The images of firms and products can be related by means of correlations with a great deal of other objects which are studied in a wide-spread research at the German universities and in institutes for market-research. After factor-analysing these results P. Hofstatter e.g. constructed a semantic space defined by the ordinate F and the abscissa F2 . The axis can be interpreted as independent factors, i.e. "efficiency" and "emotion".
An attempt has been made in this article - after introductory critical considerations about the lack of reliable and valid investigations into the techniques now in use in market research - to discuss two scales which have been made use of for measuring the sharing of purchasing decisions. What has been found is an inconsistency caused by the time span for both scales which can be traced back to the object bought and the resultant varying memory of the decision making phase rather than to the technique. In addition, it was found that statements about behaviour are slightly improved when a longer, and, for the respondents, more difficult scale , the barometer scale , is used rather than the 5 item scale. In the final summing-up, it can be said that examination shows that both scales reflect the actual share in the buying decision in a global way, but that in interpreting individual results, the distorsion of statements through personality conditioned and role specific over-estimates (or respectively under-estimates) of personal importance in buying decisions must be borne in mind.