Segmentation in direct marketing channels: a transaction-patterns based method

This paper presents a method designed to segment a customer file for direct marketing using behavioral data. The results of this method are tested against the traditional Recency-Frequency-Monetary Amount segmentation model, as well as other parameters of consumer behavior. Strategic applications and future research orientations are suggested.     

Beyond the fad: a critical review of consumer fashion involvement

Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and analysed, followed by directions for future research, theoretical and managerial implications, and limitations.     

我国房地产金融风险预警方法选择探究

建立房地产金融风险预警系统是房地产金融风险控制的一种有效方法．预警方法是预警系统的核心。通过分析常用的预警方法、金融预警模型,结合房地产金融风险的特点,选择动态信息融合法来作为房地产金融风险预警方法。     

Toward an integrated framework for online consumer behavior and decision making process: A review

This paper presents a comprehensive review of recent empirical studies dealing with online consumer behavior and decision‐making processes. To that end, the paper adapts and extends Engel, Kollat, and Blackwell's ( 1978 ) and Engel, Blackwell, and Miniard's ( 1986 ) decision‐making model as backdrop in the review of the literature. The vast majority of studies examine the link between external factors and one or more components of the decision‐making process. The findings of this study show a paucity of research on a number of components of decision making, as well as inconsistencies in the way the online environment is characterized. Finally, the findings show that student samples are prevalent among the studies identified and the research method is biased toward the survey method as opposed to experimentation. Discussion and conclusions are provided, and directions for future research are presented. ©2010 Wiley Periodicals, Inc.     

Capturing digital experience: The method of screencast videography

This paper presents a novel research methodology, screencast videography (SCV), as an approach to studying interactions and experiences in the digital space. Screencasting is a method of digitally recorded computer/mobile screen output, with or without audio narration. Focusing on the dynamic, highly visual digital environment in which many modern experiences such as e-shopping take place, SCV can be used for videographic studies of digital experiences that are rarely captured by means of traditional videography owing to the private settings of such experiences. SCV is able to capture dynamic experiences in the digital space, opening up opportunities for a wealth of screencast-based research to enhance our understanding of digitally occurring interactions, experiences and phenomena. This paper discusses the ontological and epistemological assumptions of SCV and how it is situated in relation to other relevant methodological approaches (videography and netnography). It then outlines, step-by-step, the methodological protocol for SCV and its possible applications. An illustrative example of using this method to study digital experience in the context of online fashion shopping is presented and discussed. This is the first presentation of such a method, offering a promising approach to studying similar experiences in the digital world.     

A method for detecting nonlinear effects in cross-sectional survey data

This paper describes a little-used method which allows marketing research to move beyond estimating linear relations in exploratory research. Initially developed by Fisher and extended by the author, this decomposition method is systematic, flexible and answers directly questions relating to the shape of the relationship among a hypothesized set of variables. Two examples are provided to illustrate the usefulness of the method to marketing researchers.     

中国开放式基金赎回率影响因素的研究评述

综述了国内有关开放式基金赎回率影响因素的研究现状,从研究方法、研究样本、期限、研究模型、变量的选取和研究结论等方面进行分类与总结。结合我国开放式基金发展的实际情况,进一步总结在这些方面的研究上存在的问题和改进的方向,为后续研究提供借鉴。     

Objects in the rearview mirror may appear closer than they are

This paper addresses the use of historical methods in the context of retail management studies. It acknowledges the research activity which has already taken place and the number of calls for further research which have been made. However, it also notes that historical method still remains an under-exploited means of understanding retailing. The paper explores the problems of integrating historical method within retail studies and the inhibitors which have restricted the use of this approach to research. The paper explores the problems associated with methodological assumptions and the future direction which historical studies may take if they are to make a contribution to retail management studies.     

Marketing Orientation in the Third Sector: The Art of Afro Reggae

Although there is a plethora of literature on marketing orientation in the private sector, within the nonprofit arena, this topic has been largely ignored. This paper analyzes the orientation and experience of Afro Reggae, a successful Brazilian nongovernmental organization that maintains a permanent presence in four drug-dominated slums in Rio de Janeiro. The present research uses the case study method for purposes of collecting and analyzing information. The paper discusses the implications for research in the area of marketing orientation in the third sector as well as the lessons learned regarding the low-income population vis-à-vis their experience with Afro Reggae.     

Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements

PurposeMarketing research mainly uses self-reported method to record respondents' perceptions of creativity, and while self-reported method has its own merits, there exists some critique, particularly in terms of its ability to adequately capture the influence of message appeal on creativity. This paper studies how viewers’ responses to message appeals in social media advertisement compare in terms of self-reported responses versus responses taken through a neurophysiological method of Electroencephalograph (EEG).MethodologyTwo social media advertisements are displayed through a laboratory experiment to 17 subjects observing the subjects' neurophysiological reactions as well as their self-reported responses with regard to the commercials’ emotional, informational, and brand-related content.FindingsResults show that neurophysiological method offers unique details about emotional appeal, which the self-reported method fails to reflect. Furthermore, the neurophysiological measure identifies differences across the two target commercials in the emotional content part, which again are not identified through the self-reported method.OriginalityThis paper advances advertising research in social media literature by comparing content evaluation within advertisement through neurophysiological and self-reported measure. These findings have implications for marketers to use and measure message appeals in advertisement on social media to influence consumer response.     

西方流通服务业区位研究述评

流通服务业区位研究始于20世纪20年代,是国外服务业区位研究中相对成熟的领域,研究领域涉及商业零售业区位、批发业区位、物流区位,而其中商业零售业区位尤受学者关注。对以上三类流通性服务业的区位研究进展进行跟踪和梳理,评析不同时期流通性服务业区位的研究视角和研究方法,分析信息化时代流通服务业区位的研究前景。     

头孢菌素类药物中间体GCLE和GCLH的合成技术

本文叙述了以青霉素扩环法合成头孢菌素药物的新型母核中间体原料GCLE和GCLH的合成技术，应用该原料代替7-ACA和头孢菌素C合成头孢菌素类药物，具有高收率，低成本，质量好等优点，并指出开发研究该产品合成技术的重要性。     

国际直接投资理论的发展脉络及最新进展

跨国公司活动的增加为国际直接投资的研究提供了更多的素材,也引发了更多的思考,这一趋势一方面体现为研究方法的丰富化;另一方面体现为研究视角的多元化。本文运用与前人不同的梳理方式对国际直接投资理论的发展脉络进行了回顾,而且有侧重地介绍了这一领域最近几年的研究成果,并在适当评论的基础上对未来研究方向进行了展望。     

高校二级院系科研绩效模糊综合评价研究

从科研基础与平台、科研项目、科研论文、学术交流与科研奖励四个方面建立了高校二级院系科研绩效评价指标体系,针对其具有很强的模糊特征,运用模糊综合方法建立了高校二级院系科研绩效的模糊综合评价模型,为高校掌握二级院系科研状况,增强科研能力和年终科研考核提供了科学参考。     

柴油加氢精制催化剂的设计

随着国内外清洁柴油标准的不断提高及需求量的日益增长,柴油加氢精制技术作为改善柴油质量的最有效手段得到广泛的应用和发展,高性能柴油加氢精制催化剂的研发成为深入研究的重要课题.本文通过深入剖析柴油加氢反应机理提出催化剂的设计思路,同时针对加氢反应的难点问题进行深入分析,并根据上述分析结果开展柴油加氢催化剂的研制工作.     

Marketing data analysis by dual scaling

A survey of various aspects of dual scaling and an assessment of variants of this method with respect to its ability to handle marketing data are presented. The paper looks at dual scaling as a distinct method among those techniques based on the same principle, in particular, as correspondence analysis, for quantifying qualitative data from marketing research.Data from advertising research are used to illustrate the potentials of dual scaling and some of its important characteristics.The paper is intended to serve as a useful guide for applications of dual scaling to problems in marketing research.     

基于景观偏好理论的大学校园环境建设研究

校园环境从广义上分为物质环境及精神环境，本文将物质环境中的校园景观这一基本要素作为研究的切入点，借用非专家法的心理学模式中的Kaplan景观偏好理论及景观环境偏好矩阵设计调查问卷，以实证的研究方法进行大学校园环境现状调研，并通过数据统计及SPSS软件进行研究分析，试为大学校园环境建设提出优化建议。     

Impact of public involvement in research on quality of life and society: a case study of research career trajectories

This case study illustrates the research career trajectory of two lay researchers after they joined a Big Lottery funded study to explore loneliness and isolation among older people living in a town in the north of England, UK. The two lay researchers were of pensionable age themselves and engaged in all aspects of the research process as full members of the research team. Following research methods training and their substantive input into study design, they engaged fully in an approach of peer‐interviewing of other older adults as the main study method. Following this initial exposure to undertaking research, these exemplars of public involvement in research went on to be involved in other research as co‐researchers at a local and national level. Initially the paper sets out the lay researchers' personal backgrounds and expectations from involvement in research. The impact of their involvement in research on their quality of life and that of their community is presented. Latterly, the societal impact of the lay researcher's involvement is examined. The difference they made to the initial study design and conduct is described first followed by their development as substantial research resources for other studies and community initiatives. Overall the impact of these lay researchers has been significant and the paper provides an example of how involvement in research can impact on individuals and communities to great effect.     

细分数据与加总偏误:来自中日茶叶贸易的经验分析

本文利用1988-2008年中日茶叶贸易数据,分别构建中日茶叶贸易加总与细分数据模型。通过Wald统计量检验加总与细分数据模型之间加总偏误的显著性,并运用Yao统计量检验加总偏误的原因。研究发现,细分数据模型中的高阶自相关导致模型误设,进而引发了加总偏误。这一发现为总量宏观数据加总偏误原因的研究提供了新的视角,并为寻找加总偏误的解决之道拓展了新的途径。     

Learning process and capability formation in cross-border buyer–supplier relationships: A qualitative case study of Taiwanese technological firms

This paper examines the alliance learning process from the perspective of local suppliers in a Global Production Network (GPN). After reviewing critical literature in the field, we employed a qualitative case research method to explore alliance learning antecedents, process and outcomes. Six Taiwanese technological firms with different positions in a GPN were examined and we found that these well-performing firms integrate both inter- and intra-organizational learning, as well as a bi-directional learning process. A framework of cross-level knowledge flow is proposed with refined alliance learning antecedents and outcomes. We also extend the typology of GPN positioning level. Propositions are suggested with results discussed for future research.