100% tevredenheidsgarantie Direct beschikbaar na je betaling Lees online óf als PDF Geen vaste maandelijkse kosten
logo-home
Eerder door jou gezocht
Eerder door jou gezocht
logo
Summary Customer & Marketing Analytics - easy to understand (2024/2025) €10,46
In winkelwagen
Snel navigeren naar
Voorbeeld
  2.  
  3. Vrije Universiteit Amsterdam (VU)
  4.  
  5. Customer and Marketing Analytics (E_MKT_CMA)

Samenvatting

Summary Customer & Marketing Analytics - easy to understand (2024/2025)

1 beoordeling
 6 keer verkocht

A full summary of all lectures + notes taken during these lectures. The articles and chapters that served as preparation for each lecture are also included (to be viewed before each lecture).

Voorbeeld 4 van de 120  pagina's

Document informatie

  • 9 oktober 2024
  • 120
  • 2024/2025
  • Samenvatting

Onderwerpen

Geschreven voor

Alle documenten voor dit vak (11)

1  beoordeling

review-writer-avatar

Door: anilkremer • 4 maanden geleden

Verkoper

avatar-seller
ljanssen16

Ontvangen beoordelingen

Voorbeeld van de inhoud

P1 - Customer and Marketing analytics
Week 1...................................................................................................................................... 3
Lecture 1 ............................................................................................................................... 3
Classifying marketing research ......................................................................................... 6
Week 2...................................................................................................................................... 9
Preparation chapter 3 - Hair et al. (2014) ............................................................................. 9
Lecture 3 ............................................................................................................................. 11
Measurement & Marketing ............................................................................................ 11
Multiple item measurement........................................................................................... 14
Reliability & Validity ....................................................................................................... 15
Assessing Scale Reliability Internal Consistency Method (Cronbach’s α) ....................... 16
Assessing Scale Validity .................................................................................................. 17
Preparation - Dolan, Robert J. (1999). ................................................................................ 20
Lecture 4 ............................................................................................................................. 22
Part 1 – Factor Analysis .................................................................................................. 22
Part 2 - Perceptual maps ................................................................................................ 31
Week 3.................................................................................................................................... 42
Preparation chapter 4 - Hair et al. (2014) ........................................................................... 42
Lecture 5 ............................................................................................................................. 44
Primer on regression modeling ...................................................................................... 47
Simple linear regression ................................................................................................. 47
Forecasting ..................................................................................................................... 51
Multiple regression analysis ........................................................................................... 53
Multiple Regression Methods ........................................................................................ 56
Preparation – Zhao et al. (2010) Reconsidering Baron and Kenny: Myths and truths about
mediation analysis .............................................................................................................. 61
Lecture 6 ............................................................................................................................. 63
Moderation vs. mediation .............................................................................................. 63
Mediation ....................................................................................................................... 64
Serial mediation.............................................................................................................. 68
Moderation..................................................................................................................... 71
Week 4.................................................................................................................................... 77
Preparation chapter 6 – Hair et al. (2014) .......................................................................... 77
Lecture 7 & 8 ....................................................................................................................... 79

, Datamining ..................................................................................................................... 81
Logistic Regression ......................................................................................................... 87
Week 5.................................................................................................................................... 96
Lecture 9 & 10..................................................................................................................... 96
Conjoint analysis ............................................................................................................. 97
Rescaling regression coefficients .................................................................................. 108
Week 6.................................................................................................................................. 115
Guest Lecture – Philips ..................................................................................................... 115
Recap .................................................................................................................................... 118
How to study ..................................................................................................................... 118
Lecture 1: Introduction ..................................................................................................... 118
Lecture 3 ........................................................................................................................... 119




2

,Week 1
Lecture 1




• Continuous = Can be broken down into smaller parts (decimeters) etc.
• Discrete variables =Typically whole numbers, gaps between them where no other
values exist.
• Interval “true zero” = This means that the differences between values are consistent
and measurable, but the zero point does not indicate the absence of the quantity
being measured.

The marketing system
The task of marketing management the environment affecting marketing




3

, Marketing research
Planning, collection, and analysis of data relevant to marketing decision making and the
communication of the results of this analysis to management. It can be micro-level
(individual) or macro-level (market) in nature

The value of marketing research:
- Decreased uncertainty
- Increased likelihood of a correct decision
- Improved marketing performance and resulting higher profits

Fundamental distinction
Marketing Decision Problem Marketing Research Problem
- Asks what the decision-maker needs - Asks what information is needed
to do and how it can be best obtained
- Action oriented - Information oriented
- Focuses on the underlying causes
- Focuses on the symptoms

The iceberg principle =
suggests that in business, the visible
problems (like declining sales or unhappy
customers) are just the "tip of the
iceberg." The real, underlying issues
(such as poor product quality or
ineffective systems) are often hidden
beneath the surface.

To effectively solve problems, it's
important to look deeper and address
these root causes rather than just
focusing on the obvious symptoms.


Sample decision problems
§ What should we do to increase our store traffic?
§ How can we reduce consumer complaints about our product?
§ Which product line extension should we invest in?
§ Should we reposition our brand with an emphasis on raising prices?




4

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, creditcard of je Stuvia-tegoed en je bent klaar. Geen abonnement nodig.

Direct to-the-point

Direct to-the-point

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

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 ljanssen16. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €10,46. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 68175 samenvattingen verkocht

Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen

Begin nu gratis
€10,46  6x  verkocht
  • (1)
In winkelwagen
Toegevoegd