Suchergebnisse

Der souveräne Umgang mit der SPSS Syntax bietet einen unschätzbaren Vorteil für die tägliche Arbeit von Anwendern, die mit der Analyse von Daten zu tun haben. Das Buch ist eine integrierte Einführung in die Steuersprache von IBM SPSS Statistics für Studenten, Forscher und Praktiker. Es behandelt neben den notwendigen Grundlagen die Themengebiete Datenaufbereitung, Datentrans-formation und -modifikation. Weitere Themengebiete umfassen die Makro- und Matrixsprache, die in der 2. Auflage deutlich erweitert worden sind. Die Neuauflage wurde von Grund auf neu bearbeitet und um zahlreiche typische A

This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device. Erik Mooi is an Assistant Professor at the VU University Amsterdam, the Netherlands, and lectures at Aston Business School in the Uk. He has taught Market Research to bachelor, master, and PhD students for several years for the VU University Amsterdam, Aston Business School in the Uk, and EM Lyon in France. He has also served as a consultant for several companies in the Netherlands such as Air France-KLM. He is also an active researcher and has published amongst others in the Journal of Marketing and the Journal of Marketing Channels, while serving as a reviewer for the British Journal of Management, the Journal of Marketing, and the European Journal of Marketing. Marko Sarstedt is an Assistant Professor of Quantitative Methods in Marketing and Management at the Ludwig-Maximilians-University in Munich, Germany, where he earned his diploma, Master of Business Research and doctorate degree. He is currently a Visiting Lecturer at the European University of Applied Sciences in Hamburg, Germany. Marko's main research interest is in the application and advancement of research methods to further the understanding of consumer behavior and to improve marketing decision making. He has published several peer-reviewed research articles in national and international journals as well as proceedings volumes and serves as an editorial board member for various international journals. He has been invited to several international universities as a Visiting Researcher, including EM Lyon, the Villanova School of Business, and Brunel University, and teaches marketing research and research methodology classes at the bachelor, master and doctorate levels. Marko has served as a consultant for various companies in the nonprofit and profit sectors, including companies in the automotive, telecommunications, and industrial goods sectors.

There are broadly two dimensions on which researchers can evaluate their statistical models: explanatory power and predictive power. Using data on job satisfaction in ageing workforces, we empirically highlight the importance of distinguishing between these two dimensions clearly by showing that a model with a certain degree of explanatory power can produce vastly different levels of predictive power and vice versa - in the same and different contexts. In a further step, we review all the papers published in three top-tier human resource management journals between 2014 and 2018 to show that researchers generally confuse explanation and prediction. Specifically, while almost all authors rely solely on explanatory power assessments (i.e., assessing whether the coefficients are significant and in the hypothesised direction), they also derive practical recommendations, which inherently result from a predictive scenario. Based on our results, we provide HRM researchers recommendations on how to improve the rigour of their explanatory studies.

Publishing cross-national research is often a difficult endeavour as ensuring equivalence of method and measures can be challenging. Even though the importance of sound data and valid measures has long been an acknowledged, it is often problematic to follow required quality standards in concrete research situations. Against this background, this volume addresses issues pertaining measurement and research methodology in an international marketing context. Written by a group of internationally renowned scholars, the papers address a broad range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. Others focus on the development and application of novel research methods, for example in the context of marketing efficiency measurement or international market segmentation. Collectively, the papers in this volume substantially further marketing knowledge and provide fruitful avenues for future research. As such, this volume is an invaluable asset to researchers, students and practitioners in this particular field.

Die steigende Anzahl an Reaktanzen der Konsumenten gegenüber jeglicher Form von Werbung, insbesondere aber der klassischen, zwingt Unternehmen heute mehr denn je dazu, neue Möglichkeiten zu suchen, um die Wünsche der Kunden erforschen und besser erfüllen zu können. Gerade den latenten, dem Verbraucher also noch nicht bewussten, Bedürfnissen gilt es Rechnung zu tragen. Der aus der Software Branche aufgegriffene Open-Source-Gedanke kann hier ansetzen, um den Konsumenten nicht nur stärker in den gesamten Prozess mit einzubinden, sondern vor allem auch über Mittel der Live Kommunikation dazu beizutragen, Nutzenerwartungen offen zu legen und eine stärkere Identifikation mit und Treue zu einer Marke zu erreichen. Die konsequente Weiterentwicklung der Idee des File-Sharing, neuerdings besser bekannt unter dem Namen Open-Source-Marketing, wird in diesem Artikel untersucht, definiert und durch positive wie negative Beispiele veranschaulicht.