College aantekeningen
Notes Lectures Consumer Marketing Analytics, passed with an 8
- Instelling
- Vrije Universiteit Amsterdam (VU)
All notes and lecture slides are in one document per lecture. I passed the exam with an 8. Good luck!
[Meer zien]Voorbeeld 4 van de 81 pagina's
Voorbeeld 4 van de 81 pagina's
In winkelwagengesponsord bericht van onze partner
Voorbeeld van de inhoud
[Jaar]CMA lectures
MASTER MARKETING 2021-2022
VRIJE UNIVERSITEIT.
,Table of content
Lecture 3: Measurement and scaling: reliability, validity and dimensionality ................................................ 2
Measurement and marketing ............................................................................................................................... 2
Different types of scales in marketing .................................................................................................................. 2
Multiple item measurement theory...................................................................................................................... 3
Scale evaluation: reliability & validity .................................................................................................................. 3
Factor analysis ...................................................................................................................................................... 5
Lecture 4: Creating perceptual maps: using factor analysis ......................................................................... 10
Lecture 7 .................................................................................................................................................. 17
Introduction to database marketing and data mining ....................................................................................... 37
Predicting Customer Response and RFM Approach ........................................................................................... 40
Lecture 8: Logistic regression .................................................................................................................... 43
Lecture 9 Understanding Individual Customer ........................................................................................... 47
Lecture 10 ................................................................................................................................................ 50
Lecture 11: wrapping up ........................................................................................................................... 61
Lecture 3: Measurement and Scaling: Reliability, Validity, Dimensionality ....................................................... 62
Assessing Dimensionality of Constructs using Factor Analysis ...................................................................... 63
Lecture 4 Creating Perceptual Maps: Using Factor Analysis ........................................................................ 67
Lecture 5 Market Response Models........................................................................................................... 70
Lecture 6 Mediation and Moderation ........................................................................................................ 72
Lectures 7 & 8: Predicting Customer Response using Logistic Regression..................................................... 74
Lecture 9 & 10: conjoint analysis ............................................................................................................... 76
,Lecture 3: Measurement and scaling: reliability, validity and dimensionality
Contents:
▪ Measurement and marketing
▪ Different types of scales in marketing
- Comparative scales
- Non-comparative scales
▪ Multiple item measurement theory
▪ Scale evaluation
- Reliability
- Validity
▪ Factor analysis and dimensionality of constructs (scale analysis)
Measurement and marketing
Testing theories in order to measure (unobserved) latent constructs
- Tendency to give a social desirable answer
- Materialism
- Susceptibility to social comparisons
- Involvement
- Need for uniqueness
- Customer loyalty
- Impulsive buying tendency
- Price sensitivity
- Attitude
- Satisfaction
Definitions
- Measurement: assigning numbers to characteristics (attributes) of object or people according
to a pre-specified rule.
- Scaling: generation of a continuum upon which measured objects are located
o Example: attitude towards a brand: Unfavorable, neutral, favorable.
Measurement scales:
- Nominal
- Ordinal
- Interval: No true zero point
- Ratio
Why is it important?
- Identification of the measurement scale depends on the basic nature of the attribute
- Higher levels of measurement allow more in-depth statistical analyses
- Critical in determining which data analysis techniques are the most applicable to the data.
o Chi square → Nominal
o Pearsons correlation coefficient → interval & ratio
o Linear regression → DV Is interval & ratio
o Logistics regression → DV is nominal.
Different types of scales in marketing
Most popular scaling techniques
Comparative scaling techniques
1. Paired comparison scaling
2. Rank order scaling
3. Constant sum scale
non-comparative scaling techniques
1. Likert scale
2. Semantic differential
Comparative scaling
- Paired comparison scaling: respondent needs to select one object (out of 2) according to some
criterion.
, o Heineken or Grolsch
o Heineken or Bavaria
- Rank order: respondents need to order several objects according to some criterion.
o 1. Grolsch, 2 Heineken, 3 Bavaria.
- Constant sum scaling
Respondents allocate a fixed amount of points among several objects according to some criterion.
o Grosch 50, Heineken 30, Bavaria 20.
Non-comparative scaling
Each stimulus object is scaled independently of the other object.
- Likert scale: respondents need to indicate the degree of agreement to a series of statements.
o Pepsi is a sweet drink:
Totally disagree 1 2 3 4 5 Totally agree
- Semantic differential scale: Rating scale with endpoints associated with the bipolar labels
o Pepsi is: sweet __:__:__:__:__:__:__ sour
- The number of scale categories: 5 to 9, depends on the respondents knowledge and involvement.
- Odd vs. even number of categories: neutral response allowed or not
- Nature and degree of verbal descriptions
o Words, numbers pictures or label all vs. only extremes.
Multiple item measurement theory
- Why do personality quizzes, exams and intelligence test consist of several questions?
- Why do we often use multi-item (question) scales instead of single-item scales
o To minimize error → Reliability
o To capture the complex / heterogeneous nature of the construct / characteristic →Validity
- Sometimes single-item scales are sufficient
o Objective, concrete constructs (age, income, purchase intention)
Multiple item measurement
X o = X t + Xs + Xe
Xo = observed score (e.g., your IBT-score)
Xt = true score (e.g., your real impulsive buying tendency)
Xs = systematic error (non-random error) (e.g., social desirability bias)
Xe = random error (e.g., being distracted for a moment, mood)
Scale evaluation: reliability & validity
Reliability: is it stable? The extent to which the measurement instrument gives the same results when
the measurement is repeated.
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper laurienp. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €5,89. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 53068 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen