Firms collect an increasing amount of consumer feedback in the form of unstructured consumer reviews. These reviews contain text about consumer experiences with products and services that are different from surveys that query consumers for specific information. A challenge in analyzing...

The ability to demonstrate the impact of marketing action on firm financial performance is crucial for evaluating, justifying and optimizing the expenditure of a firm's marketing resources. This presents itself as a formidable task when one considers both the variety and potential influence of...

Continuous models of respondent heterogeneity assume the existence of a response function where variables of interest are continuously related to explanatory variables. In many situations this assumption may not be true. In this paper we propose an approach of modeling respondent heterogeneity...

Brand preferences and marketplace demand are a reflection of the importance of underlying needs of consumers and the efficacy of product attributes for delivering value. Dog owners, for example, may look to dog foods to provide specific benefits for their pets (e.g., shiny coats) that may not be...

The canonical design of customer satisfaction surveys asks for global satisfaction with a product or service and for evaluations of its distinct attributes. Users of these surveys are often interested in the relationship between global satisfaction and the attributes, with regression analysis...

Simultaneous systems of equations with non-normal errors are developed to study the relationship between customer and employee satisfaction. Customers interact with many employees, and employees serve many customers, such that a one-to-one mapping between customers and employees is not possible....