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| Tekijä: | Lautman, M.R. Pauwels, K. |
| Otsikko: | Metrics that matter. Identifying the importance of consumer wants and needs |
| Lehti: | Journal of Advertising Research
2009 : SEP, VOL. 49:3, p. 339-359 |
| Asiasana: | marketing research advertising research consumer behaviour consumer attitudes brand names products sales promotion purchasing models |
| Vapaa asiasana: | research methodology |
| Kieli: | eng |
| Tiivistelmä: | It is questioned 'How can the importance of consumer wants and needs be quantified?' Based on data sets from multiple consumer brand and advertising tracking studies, many standard traditional market research (here as: trd-m-r.) techniques are compared to vector autoregression (VAR) modeling. It is shown that by utilizing VAR models and resolving causal ambiguity, key performance indicators can be identified that correlate with trd-m-r. summary metrics (e.g. overall ratings and purchase interest) and also drive brand sales/share, thereby qualifying as metrics that matter. Presented is a procedure for the simultaneous assessment of the relative and absolute impact of multiple marketing initiatives on baseline and incremental sales. |
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