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

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 -- 9. Non-Stationary Markov Chains -- 10. Concluding Remarks on Forecasting -- III/Factor Analysis -- 1. Introduction -- 2. Metric Problems -- 3. Characteristics of Results of Factor Analysis and Factor Forecasting -- 4. Computational Procedures of Factor Analysis -- 5. Calculation 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.