Search results for " Marketing Research"

showing 10 items of 22 documents

Effects of inbound marketing communications on HEIs’ brand equity: the mediating role of the student’s decision-making process. An exploratory resear…

2016

ABSTRACTA context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present exploratory study is to identify how HEIs can develop to improve their image and awareness by using new interactive marketing communication tools mediated by the student’s decision-making process. To conduct our investigation, we used both a qualitative (seven semi-structured interviews) and a quantitative survey (n = 121) methodology. Based on data …

Marketingbusiness.industryBrand awareness05 social sciencesExploratory research050301 educationPublic relationsQuantitative marketing researchEducationMarketing managementInbound marketing0502 economics and business050211 marketingBrand equityMarketingbusinessMarketing research0503 educationIntegrated marketing communicationsJournal of Marketing for Higher Education
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Social Media Marketing and Value Co-creation: A Dynamic Performance Management Perspective

2017

The diffusion of web-based technologies has transformed the today consumers, shifting them from mere users to content generators, able to influence each other’s opinions and choices. Such trend discloses important consequences for firms, products and brands. In order to support strategic and operational decision-making, this study frames the phenomenon of social media marketing into the value co-creation paradigm and shows how to design an analytical framework combining performance management and System Dynamics.

Media managementReturn on marketing investmentKnowledge managementDigital marketingbusiness.industry05 social sciencesQuantitative marketing researchMarketing strategyMarketing management0502 economics and business050211 marketingbusinessMarketing researchRelationship marketing050203 business & management
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Cross cultural marketing teachers' profile

2008

PurposeMarketing has attracted increased interested over the past 15 years in both academic and commercial circles and there has been a market rise in the number of students. At the university level, the characteristics of the teacher play an essential role in student/teacher interaction and influence academic results and future professional success. This influence is revealed in three main areas: the choice of subjects, teaching media and teaching methods. The purpose of this paper is to identify the most commonly found marketing teacher profile and the differences among marketing teachers with respect to the marketing subjects that they impart and the media and methods that they use.Desig…

Qualitative marketing researchInternational educationTeaching methodEducational technologyMathematics educationTechnology integrationCross-culturalDirectoryMarketingPsychologyMarketing scienceEducationMulticultural Education & Technology Journal
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Factors affecting Finnish consumers' intention to receive SMS marketing: a conceptual model and an empirical study

2008

The study examines factors that affect consumers' intentions to participate in mobile marketing and explores the relationship between consumers' intentions to participate in mobile marketing and their experience with mobile marketing. The authors develop and test a research model with a sample of 4062 mobile phone users. The empirical model highlights that Perceived Utility (PU), context, credibility and Perceived Social Utility (PSU) are the main contributors to consumers' intentions to participate in mobile-marketing initiatives. The paper provides several contributions to both theory and practice.

Return on marketing investmentDigital marketingbusiness.industryAdvertisingQuantitative marketing researchGeneral Business Management and AccountingComputer Science ApplicationsEmpirical researchMobile phoneCredibilityMarketingbusinessMarketing researchRelationship marketingInternational Journal of Electronic Business
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The Opportunities of Relationship Marketing: Aspect of the Eu Digital Market

2016

The purpose of research is to analyse and evaluate opportunities of using relationship marketing in online trading. The objectives of research are to analyse scientific literature on the topic, to conduct a relationship marketing research, to make the internet trade industry analysis, to evaluate opportunities of using relationship marketing in online trading. The methods of research are: theoretical analysis of scientific literature, experts’ survey and its statistical analysis. In the course of time it becomes necessary to have long-term relationships between businesses and consumers. Many companies want not only to sell their products to the consumer just once, but also to make up a new …

Return on marketing investmentDigital marketingbusiness.industryMarketing effectiveness05 social sciencesArts & HumanitiesQuantitative marketing researchMarketing strategyMarketing managementBusiness marketing0502 economics and business050211 marketingBusinessMarketingMarketing research050203 business & managementEuropean Integration Studies: Research and Topicalities
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Marketing communication metrics for social media

2011

The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. Specifically, we study whether the existing marketing communications performance metrics are still valid in the changing digitalised communications landscape, or whether it is time to rethink them, or even to devise entirely new metrics. Recent advances in information technology and marketing bring a need to re-examine measurement models. We combine two important research topics and set directions for potential future research. Metrics to measure marketing communications performance have developed towards a customer orientation. There is no broadly accep…

Return on marketing investmentKnowledge managementmarkkinoinnin tehokkuuden mittaaminenComputer sciencesocial media marketingQuantitative marketing researchmarkkinointiviestintäMarketing scienceMarketing managementsosiaaliset verkostotqualitative metricsmarketing communications marketing performanceMarketingMarketing researchRelationship marketingMarketingfinancial metricsDigital marketingbusiness.industryperformance measurementquantitative metricsMarketing strategyComputer Science Applicationssocial networks.laadullinen mittaaminenbusinessInternational Journal of Technology Marketing
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Design and analysis of discrete choice experiments for models with response time

2013

Settore SECS-S/02 - Statistica Per La Ricerca Sperimentale E TecnologicaA sector of conjoint analysis (experimental design in marketing research) is made of the so called choice experiments. In choice experiments respondents undergo a questionnaire which is nowadays mostly submitted through the internet. The questionnaire proposes to the respondent a sequence of choice sets each one including two or more profiles being a profile a specific combination of attribute levels. The respondent selects the preferred profile for each choice set. Responses given by a sample of respondents are analysed through suitable methods aimed to eventually find the best combination of attribute levels. One method of analysis adopts the Multinomial Logit (MLN) model. In this article the authors show the results of the MLN analysis compared with another model of analysis which uses an additional response which can be easily recorded by electronically submitted questionnaires. In practice modern survey platforms like “Qualtrics” (the one used for this work) can record the so called “response latency” i.e. the time taken by the respondent to make the choice and select the most preferred profile in the choice set. Thanks to a response latency model further refined in this work it is possible to deduce the relative weight of importance of the profiles for each choice set and respondent. This type of response can be used in place of the dichotomous choice variable in the MLN model. The two models and methods of analysis are deeply compared and it is critically discussed when it is better to use one or the other method. As a result a more reliable estimate of the optimal profile comes up implying lower risks for new investments and marketing decisions.
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Managing satisfaction in cultural events: Exploring the role of core and peripheral product

2017

1.INTRODUCTIONSatisfaction is a key concept within the marketing discipline and specifically within the area of consumer behaviour. Satisfaction in the arts is mostly derived from a combination of three elements: the subjective and experiential aspects of the cultural product, the quality of the venue and the quality of the associated peripheral services (Hume, 2008a). According to this author, studies on satisfaction with cultural events are key to understanding customer motives to repurchase subscription which can increase the arts organization's profitability, this being a main goal of the currently complex entertainment arena.This study focuses on satisfaction among visitors of an art e…

Strategy and Managementmedia_common.quotation_subjectSatisfactionlcsh:HD72-88lcsh:Economic growth development planning0502 economics and businessCultural eventsQuality (business)Product (category theory)SociologyMarketingMarketing researchConsumer behaviourmedia_commonService (business)lcsh:HB71-7405 social scienceslcsh:Economics as a scienceMarketing researchGeneral Business Management and AccountingMarketing mixCultural events; Satisfaction; Marketing research; Multivariate analysisMultivariate analysisCore product050211 marketingCustomer satisfaction050203 business & managementManagement: Journal of Contemporary Management Issues
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Sustainable Marketing – Prospects and Challenges under Present Economy

2021

The article reflects on the attitude, understanding and knowledge on sustainable marketing, as well as the essence of sustainable marketing,the strategy of its practical use and the concept of development. As a result of research, definitions of sustainable developmentand sustainable marketing and a model of concept of motivation of its use at a company were developed and the strategy of practicaluse of a sustainable marketing and the motivation of use at Latvian companies was ascertained, confirming the initially advancedhypotheses. In order to fulfil the purpose and objectives, the authors used the following quantitative and qualitative methods ofeconomic research: polls, comparisons, gro…

Sustainable developmentbusiness.industryQuantitative marketing researchMarketing scienceMarket researchMarketing managementEconomySustainabilityEconomicsGeneral Earth and Planetary SciencesMarketingMarketing researchbusinessGeneral Environmental ScienceQualitative researchRegional Formation and Development Studies
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Marketing Science and the Ivory Tower

1994

How much has quantitative “marketing science” contributed to the practice of marketing? In my view, not much. In this article, based on extensive consulting experience, it is argued that well-established quantitative techniques like econometric models and diffusion models have produced little of either practical or scientific value. Other quantitative techniques, such as conjoint analysis, have been more useful for marketing decision-makers. But what is needed is a more pluralistic culture, drawing on a range of complementary disciplines.

Value (ethics)Econometric modelEconomics Econometrics and Finance (miscellaneous)Business Management and Accounting (miscellaneous)Ivory towerSociologyMarketingPluralistic cultureQuantitative marketing researchMarketing scienceConjoint analysisBusiness Strategy Review
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