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Eine neue Lösung des alten Skalenproblems

Frank, Dirk; Schlund, Wulf - 2000

Vvorliegende Artikel diskutiert Lösungsansätze amerikanischer und englischer Psychometriker zu den Problemen mit traditionellen Ratingskalen.

Persistent link: https://www.econbiz.de/10005840566

Probleme und Möglichkeiten zur Bestimmung der Promotioneffizienz bei konsumentengerichteten Promotions

Wilhelm, Anette - Hochschule <Wismar> / Fachbereich Wirtschaft - 2004

Jeder Konsument, der mit offenen Augen und Ohren durch einen Supermarktgeht, wird damit konfrontiert: Sonderpreise, Gewinnspiele, Warenproben, Verkostungsstände, Bonuspackungen und vieles mehr. Es handelt sich hierbei umAktivitäten, die meist von den Herstellern der Produkte initiiert wurden...

Persistent link: https://www.econbiz.de/10005862891

Online Surveys vs. Online Observations: A Comparative Analysis of Online Research Methods and their Impact on Brand Management

Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2014) 2/2014, pp. 49-56

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

Persistent link: https://www.econbiz.de/10010352742

Big data in marketing : a new paradigm on trends, developments and insights

Ur Rehman, Amjad; Mahmood, Asif; Iqbal, Mazhar - In: International journal of technology marketing : IJTMkt 18 (2024) 4, pp. 454-483

Persistent link: https://www.econbiz.de/10015440998

Agri-food sustainable marketing research : a bibliometric analysis of the evolution of the field since 1990

Ruiz-Morales, Betzabé; Espitia-Moreno, Irma C.; … - In: International journal of innovation & sustainable … 17 (2023) 1/2, pp. 85-103

Persistent link: https://www.econbiz.de/10014320129

Barriers to advancing the science and practice of marketing

Baron, Andrew Scott; Zaltman, Gerald; Olson, Jerry C. - In: Journal of marketing management : MM 33 (2017) 11/12, pp. 893-908

Persistent link: https://www.econbiz.de/10011753466

Emerging research trends in marketing : a review of Australasian marketing journal : editorial

Thaichon, Park; Quach, Sara; Ngo, Liem Viet - In: Australasian marketing journal : AMJ ; official journal … 30 (2022) 3, pp. 214-227

Persistent link: https://www.econbiz.de/10013384440

Children in marketing : a review, synthesis and research agenda

Sigirci, Ozge; Gegez, A. Ercan; Aytimur, Hilal; Gegez, … - In: International journal of consumer studies 46 (2022) 5, pp. 1594-1639

Persistent link: https://www.econbiz.de/10013411954

Artificial intelligence, marketing, and the history of technology : Kranzberg's laws as a conceptual lens

Pitt, Christine; Paschen, Jeannette; Kietzmann, Jan; … - In: Australasian marketing journal : AMJ ; official journal … 31 (2023) 1, pp. 81-89

Persistent link: https://www.econbiz.de/10014228879

Chinese Marketing and Management Scales

Yau, Oliver H.; Lee, Bernard - 2024

: General Marketing and Management Scales Developed in the Chinese Context -- Chapter 5: Exemplary Papers for Some Selected … needs of scholars interested in developing marketing and management theories that are relevant within the context of China …. --Prof. Christine Ennew, PhD, Emeritus Professor of Marketing, Warwick Business School The authors’ commitment to academic …

Persistent link: https://www.econbiz.de/10015075815