1,721,363 research outputs found
Analisi di mercato. Strumenti e statistiche per le decisioni di marketing
No full textIl libro si rivolge a coloro che vogliono avvicinarsi al tema dell'analisi di mercato, ovvero all'utilizzo della strumentazione statistica per rispondere alle domande che vengono poste all'interno degli uffici marekting delle aziende pubbliche e private. Il testo descrive i metodi per la raccolta e l'analisi dei dati di mercato con un dupice approccio: da una parte il rigore della metodologia statistica e, dall'altra, un'attenzione alla realtà aziendale, rappresentata da esempi e studi di caso
Forecasting financial products acquisition via dynamic segmentation: an application to the Italian market
No full textThe topic of market segmentation is still one of the most pervasive in marketing. Among clustering techniques, finite mixture models have gained recognition as a method of segmentation with several advantages over traditional methods; one variant of finite mixture models – the latent class (LC) model – is probably the most popular. The LC approach is innovative and flexible, and can provide suitable solutions to several problems regarding the definition and development of marketing strategies, because it takes into account specific features of the collected data, such as their scale of measure (often ordinal or categorical, rather than continuous), their hierarchical structure and their longitudinal component. Dynamic segmentation is of key importance in many markets where it is unrealistic to assume stationary segments due to the dynamics in consumers’ needs and product choices. In this paper, a mixture latent class Markov model is proposed to dynamically segment Italian households with reference to financial products ownership. The mixture approach is compared with the standard one in terms of its ability to forecast customers’ behaviour in the reference market
Un modello per la stima di flussi nel mercato del lavoro affetti da errori di classificazione in rilevazioni retrospettive
No full textThe paper proposes a model to correct gross flows in the labour market from classification errors, when flows are observed by means of longitudinal surveys with retrospective questions. The model consists in an application of latent class analysis, specifically it is a special case of the modified LISREL approach proposed by Hagenaars. The loglinear parametrization allows one to specify a very parsimonious model and to introduce into its measurement part a dependence of response errors on the time elapsed between the moment of interview and the event to recall. In this way, it is possible to consider the effect of memory decay on reported conditions in the labour market and, specifically, the fact that the longer the recall period, the higher the probability of making mistakes. The model is applied to correct quarterly gross flows observed by means of the French labour force survey
Latent Class Models for Marketing: An Application to Pharmaceuticals.
Full text linkIn this paper some extensions of the latent class (LC) approach are applied to analyze the Italian pharmaceutical market. This sector is characterized by a high level of competitiveness, more limited economic budgets than years ago and, at the same time, expensive sales and promotion activities; in this context, it is very important to know the reference market, so to design appropriate marketing strategies. The paper has two aims: (i) identifying groups of doctors homogeneous for attitude towards pharmaceutical representatives’ activities; (ii) verify which aspects of the promotional activity may be significant in order to influence prescription quantities
Experiential goods and customer satisfaction: an application to films
No full textThe aim of this paper is to develop an instrument to measure customer satisfaction with reference to the entire consumption experience of an experiential product, with specific application to cinema films. Experience is defined as a new dimension of product offer: a combination of goods and services enriched by sensations. Experiential marketing has innovative features, with effects on all phases constituting a consumption experience. The research looked for important aspects in the consumption process related to satisfaction by means of a literature review and an exploratory survey. A list of items was tested on a sample population and the scale was evaluated for validity and reliability, with satisfactory result
Forecasting financial products acquisition via dynamic segmentation: a comparison between standard and mixture latent class Markov models
No full textDynamic segmentation with growth mixture models
No full textThis paper proposes a new approach to dynamically segment markets. Dynamic segmentation i of key importance in many markets where it is unrealistic to assume stationary segments due to the dynamics in consumers’ needs and product choices. The main goal of the study is to analyse the dynamic process of financial product ownership under the assumption of heterogeneous growth in different segments taking into account significant determinants of growth trajectories. Using data from 2002 to 2010 collected by the Survey of Household Income and Wealth conducted by the Bank of Italy, this article shows that the Italian market of financial products is segmented and that this behavior’s trajectories over time are significantly influenced by the area of the country where the family lives and head of household’s education and gender
The Dirichlet Model: Analysis of a Market and Comparison of Estimation Procedures.
No full textThis paper examines the Dirichlet model describing consumer behaviour. The model estimates brand performance measures in the case of repeat purchases over a set of brands. The Dirichlet model relies on some assumptions such as stationarity and the fact that the market is unsegmented. Its formulation derives from a combination of the Negative Binomial and the Dirichlet distributions. Various estimation methods have been proposed. The original one is an iterative procedure based on the method of moments and requires as inputs only aggregated quantities, such as brand penetrations and average purchase rates. There is also an estimation method based on likelihood maximization which requires raw individual or household panel data. The method of moments deserves attention, since raw panel data are frequently not available to researchers and/or enterprises. In this paper, the Dirichlet model is used to analyze the Italian beer market as a by-product of the main objective, which is to compare two estimation procedures available on-line for the method of moments: one based on an Excel Workbook and the other written in R. Neither procedures are very robust in the presence of atypical brands in the market
Latent class models for marketing strategies: an application to the Italian pharmaceutical market
Full text linkIn this paper, an extension of the latent class (LC) approach is applied to analyse the Italian pharmaceutical market. This sector is
7 characterised by a high level of competitiveness, more limited budgets than years ago and, at the same time, expensive sales and promotional
8 activities; in this context, it is very important to understand which factors influence doctors in prescribing medicines, so as to design appropriate
9 marketing strategies. A special adaptation of the multilevel LC model is estimated to identify market segments, that is, groups of doctors similar
10
in their attitude towards the work of pharmaceutical representatives
Dynamic clustering to evaluate satisfaction with teaching at university,
Full text linkPurpose
In this paper, students’ satisfaction with the didactics in a large Italian university, that of Padua, is measured, giving special attention to its evolution over time in consecutive academic years. The overall level of the quality of the didactics is examined and its change over time is modeled. Moreover, the effect of courses’ and teachers’ variables on it is estimated.
Methodology
Latent cluster lass models and mixture latent class Markov models are estimated in order to identify groups of courses that are homogeneous for the level of the quality of the didactics. Evolution over the three academic years of satisfaction is monitored. The effect on the clustering and its dynamics of potential covariates is also examined.
Findings
Results of model estimation reveal some interesting evidences that are important indications for the university management to define targeted strategies to elevate teaching quality.
Originality
The paper gives its original contribution both on the side of methods applied to analyze data collected with students evaluation of teaching and on the evidences obtained for a large university
- …
