Search results for "Marketing research"
showing 10 items of 61 documents
When a new technological product launching fails: A multi-method approach of facial recognition and E-WOM sentiment analysis
2018
Abstract The dual aim of this research is, firstly, to analyze the physiological and unconscious emotional response of consumers to a new technological product and, secondly, link this emotional response to consumer conscious verbal reports of positive and negative product perceptions. In order to do this, biometrics and self-reported measures of emotional response are combined. On the one hand, a neuromarketing experiment based on the facial recognition of emotions of 10 subjects, when physical attributes and economic information of a technological product are exposed, shows the prevalence of the ambivalent emotion of surprise. On the other hand, a nethnographic qualitative approach of sen…
E-Government in Marketing a Country: A Strategy for Reducing Transaction Cost of Doing Business in Tanzania
2011
Published version of an article in International Journal of Marketing Studies, 3(4), 2-16. Also available from the publisher at http://dx.doi.org/10.5539/ijms.v3n4p2 There are limited studies examining the role of Investment Promotion Agencies (IPA’s) and their respective marketing techniques used in attracting Foreign Direct Investment (FDI). Using an exploratory case study approach, this article addresses this research gap by exploring the role of e-government as a promotion technique in eliminating barriers to FDI inflows in Tanzania; particularly barriers related to information accessibility and bureaucratic procedures facing foreign investors in acquiring relevant licenses and business…
Material docente Fundamentals of Marketing Research
2022
Material docente (programa, temas de teoría, prácticas y lecturas) de la materia Fundamentos de Investigación de Mercados (Grado en ADE). Teaching material (syllabus, theory topics, practices and readings) of the Fundamentals of Marketing Research course (Business Administration Degree)
Marketing Research Regarding the Usage of Online Social Networking Sites by High School Students
2013
This paper aims to present the concept of online social networks (OSN) and its evolution in the world of business as well as several important advantages and disadvantages of using online social networking sites. We are presenting a quantitative research on the main reasons for using online networking sites by high schools students from the several counties of Romania. The authors will present the results of the research which underline: the main activities undertaken by students with this new communication tool, the average number of friends the students have and the selection criteria for them as well as the influence level of OSN sites on the life and activity (school and private) of the…
Mārketinga specifika sociālajā uzņēmējdarbībā Latvijā: patērētāju vērtību segmenti.
2019
Maģistra darba “Mārketinga specifika sociālajā uzņēmējdarbībā Latvijā: patērētāju vērtību segmenti” mērķis ir identificēt sociālo uzņēmumu produktu / pakalpojumu patērētāju vērtību segmentus un iegūt to raksturojumu, lai izstrādātu praktiskus priekšlikumus Latvijas sociālajiem uzņēmumiem to mārketinga efektivitātes palielināšanai. Lai sasniegtu mērķi, darba autore izvirza četras hipotēzes un sešus pētījuma uzdevumus. Pētījuma rezultātā darba autore iegūst detalizētus trīs lielāko Latvijas sociālo uzņēmumu produktu / pakalpojumu patērētāju vērtību segmentu profilus un, balstoties uz pētījumos iegūto datu analīzes rezultātiem un to interpretāciju, sniedz priekšlikumus Latvijas sociālajiem uzņ…
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.
Analyzing Consumer Engagement Programs from the Perspective of a Qualitative Research of Marketing Executives
2014
Abstract Consumer engagement is a multidimensional concept comprising cognitive, emotional, and/or behavioral dimensions, and plays a central role in the process of developing long lasting relationships with mutual benefits for companies and their customers. In the Internet-context, consumers can co-create experiences and personal value through engagement in activities that involve interactivity and networking with companies in the online environment. In this technology-driven framework, consumer engagement programs can offer a valuable opportunities for companies that are active in an online setting. The present research implies a qualitative study conducted using interviews with marketing…
Online value creation in small service businesses: the importance of experience valence and personal values
2012
Perceived value is of great interest in current marketing research. However, in the area of Internet as a shopping channel of small businesses, there has been little analysis of customer perceived value and its determinants. This paper examines two little analysed aspects of value creation, experience valence and personal values. The analysis of data from a survey of tourism service purchase shows that experience valence, in terms of relevant information, ease of use and customer service, clearly influences perceived value after the online shopping experience. In contrast, only personal values of sense of security and sense of accomplishment influence perceived value.
Applying Marketing Principles in the Field of Medical Services – An Ethical Challenge?
2013
Abstract Article propose in a synthetic and punctual manner, a debate fundamentally aimed on two research directions: to what extent the perception of doctors towards the use of marketing principles in the daily activities is in contradiction with their professional ethics and how it can be modelled the doctor-patient relationship by consistently integrating the principles of marketing in medical work. Authors propose a number of conclusions and suggestions from both scientific literature review and a qualitative research conducted on doctors in Bucharest dental offices. The research suggests that, fundamentally, doctors perceive their work as performing a medical act that exceeds the bound…
PURSUING A CUSTOMER-DRIVEN APPROACH FOR INNOVATION AND MARKETING EXCELLENCE
2011
Nowadays, innovation goes so much further than merely products. In order to thrive in this extremely competitive business environment a company needs to innovate its technologies, its business strategies, its business models, and by innovating in research. It is also about reinventing or building new markets in order to meet, satisfy and delight untapped consumer needs, wants, and desires. However, considering the new opportunities and threats that Internet, globalization, and hypercompetition have on an organization’s activity regarding selecting and executing the right ideas, right products, and delivering them through the right channels in record time, at the right prices, while promotin…