Introduction to Mathematical Models in Market and Opinion Research: With Practical Applications, Computing Procedures, and Estimates of Computing Requ

ISBN-13: 9789401033985 / Angielski / Miękka / 2011 / 204 str.

T. Harder;E.H. Friedlander;P.H. Friedlander

Opis

In the introduction to his book Dr. Harder has very clearly described its purpose and organization. I only want to add for the English-speaking reader a few words on the place the present text is likely to have in the cur rent literature. At first Dr. Harder's undertaking might come as a surprise. Only a few years ago, Zeisel's Say it with Figures gave the market research practi tioner some ideas of how simple figures and tables could be successfully employed; Langhoff's publication for the American Marketing Associa tion presented some pertinent mathematical models in the most elemen tary form; why should a German author believe he can already introduce us to serious mathematical procedures for use in product management and advertising? After reading the book, incredulity turns into pleasure because of the skill with which the author has pursued his task. As a matter of fact, the book can serve two audiences who at first glance might appear to have quite opposing interests. For the mathematically trained market re searcher, the book has the marked advantage of combining a variety of ap proaches not ordinarily mixed in one volume. If the market researcher be gan as an economist he is already familiar with difference equations and time series analysis; if he moved in from psychology, he is already ac quainted with factor analysis. But as he reads this book, he finds the two worlds well integrated."

Spis treści

I/Advertising Media Calculations.- 1. Introduction.- 2. Media Selection based on Reach.- 3. Cost Analysis.- 4. Utilization of the Selected Media.- 5. Selection and Utilization of Media in a Single Step.- 6. Multiple Utilization of a Medium.- 7. Cumulation of Reach using Several Media.- 8. Forecasting Cumulation.- II/Elementary Forecasting Calculations.- 1. Introduction.- 2. Linear, Static Forecasts, with an Example.- 3. Computation of Regression Coefficients.- 4. Computing Requirements.- 5. Forecasts, using Time Functions.- 6. Difference Equations (applied as an Example to Election Forecasting).- 7. Markov Chains.- 8. Application of Markov Chains to the Case of Competition between Brand Name Products.- 8.1. Markov Chains for more than two Products.- 8.2. Forecast of Market Share.- 9. Non-Stationary Markov Chains.- 10. Concluding Remarks on Forecasting.- III/Factor Analysis.- 1. Introduction.- 1.1. Fundamentals.- 1.2. Purpose of Factor Analysis.- 2. Metric Problems.- 2.1. Non-Response Problems of Scaling Techniques.- 2.2. Reference to the Metric Problem.- 2.3. Dispensing with the Use of Individual Scales.- 3. Characteristics of Results of Factor Analysis and Factor Forecasting.- 3.1. Computation of Correlation from Raw Data.- 3.2. Correlation Matrix.- 3.3. A Fundamental Task: Partitioning the Data Matrix.- 3.4. Factor Forecasting.- 3.4.1. Problem of Feed-Back.- 3.4.2. Analysis of an Individual Forecast.- 3.4.3. External Factor Forecasts.- 3.4.4. Concluding Remarks on Factor Forecasting.- 4. Computational Procedures of Factor Analysis.- 4.1. Calculation of Factor Loadings (Centroid Method).- 4.2. Rotation.- 4.2.1. Interpretation of Factors.- 4.2.2. Rotation Calculations (Example).- 4.3. Calculation of Factor Loadings (Component Analysis).- 5. Calculation Requirements.- 5.1. Brief Discussion of the Optimization of Computational Requirements.- 5.2. Computational Requirements of Rotations.- 5.3. Total Computing Requirements.- 6. Method of Computation and Computing Requirements of Semantic Distance.- IV/Market Models.- 1. Present Practices and Problems in Data Collection.- 2. Essential Nature of Market Models (Autonomy of Indicators or Model Dependency).- 3. Image Aspects.- 4. A Psychological-Economic Market Model.- 5. Introduction to the Economic Aspects of Models.- 6. The Psychological Market Model as a Special Variant of an Economic Market Model.- 7. Problems Inherent in a Market Model.