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Dick R. Wittink 《Journal of Product Innovation Management》1989,6(4):289-292
In a recent article, Page and Rosenbaum [ Journal of Product Innovation Management 4; 120–137 (June 1987)] discuss the use of conjoint analysis at Sunbeam Corporation. Their article provides a nice illustration of a conjoint application to food processor appliance redesign decisions. In this note, Dick Wittink compares characteristics of Sunbeam's approach to both established and more recent results reported in the conjoint literature. 相似文献
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Peter S.H. Leeflang Josefa Parreo Selva Albert Van Dijk Dick R. Wittink 《International Journal of Research in Marketing》2008,25(3):201-214
Extant research on the decomposition of unit sales bumps due to price promotions considers these effects only within a single product category. This article introduces a framework that accommodates specific cross-category effects. Empirical results based on daily data measured at the item/SKU level show that the effects of promotions on sales in other categories are modest. Between-category complementary effects (20%) are, on average, substantially larger than between-category substitution effects (11%). Hence, a promotion of an item has an average net spin-off effect of (20 − 11 =) 9% of its own effect. The number of significant cross-category effects is low, which means that we expect that, most of the time, it is sufficient to look at within-category effects only. We also find within-category complementary effects, which implies that competitive items within the category may benefit from a promotion. We find small stockpiling effects (6%), modest cross-item effects (22%), and substantial category-expansion effects (72%). The cross-item effects are the result of cross-item substitution effects within the category (26%) and within-category complementary effects (4%). Approximately 15% (= 11% / 72%) of the category-expansion effect is due to between-category substitution effects of dependent categories. 相似文献
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Daniel H. Simon Miguel I. Gómez Edward W. McLaughlin Dick R. Wittink 《Managerial and Decision Economics》2009,30(1):27-41
Using store‐level panel data for a major supermarket company, we investigate the linkages between employee attitudes, customer satisfaction, and sales performance, while controlling for observed and unobserved differences across stores. We find that employee attitudes positively affect customer satisfaction with service but do not affect customer satisfaction with quality or value. Additionally, we find that customer satisfaction with service positively affects sales performance. Our results suggest that employee attitudes affect sales performance through their impact on customer service. Copyright © 2008 John Wiley & Sons, Ltd. 相似文献
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A Bayesian regression procedure (RBAYES) is proposed for the optimal combination of self-explicated data (priors) and conjoint judgments. The procedure does not require the design matrix for the conjoint judgments to be of full rank. The Bayesian regression procedure is similar to weighted least square in that it uses an information ratio to weight the priors. We provide empirical comparisons for the proposed method against (1) a Stein-type estimator (SBAYES) using one data set and (2) OLS applied to the data from an adaptive conjoint analysis using a second data set. In the second application we also use an alternating least squares procedure by itself and in combination with Bayesian regression (RBAYES+) to accommodate scale incompatibility as well as heteroscedasticity. In both applications we obtain superior results for the Bayesian regression procedure. 相似文献
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We study how the range of variation and the number of attribute levels affect five measures of attribute importance: full profile conjoint estimates, ranges in attribute level attractiveness ratings, regression coefficients, graded paired comparisons, and self-reported ratings. We find that all importance measures are affected by the range manipulation. The number of attribute levels affects only two measures. The results allow us to benchmark the magnitude of the number-of-levels effect against the range effect: conjoint importance estimates were approximately equally affected by a threefold increase in the range of attribute variation and by the insertion of two intermediate attribute levels. Our findings show that the number-of-levels effect is most likely due to respondents' tendencies to distribute their mental stimulus representations and their responses uniformly over the corresponding continua. 相似文献
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The Customer Concept: The Basis for a New Marketing Paradigm 总被引:6,自引:0,他引:6
Janny C. Hoekstra Peter S. H. Leeflang Dick R. Wittink 《Journal of Market-Focused Management》1999,4(1):43-76
Recent developments in both marketing theory and marketing practice make it necessary to formulate a new marketing paradigm. This paradigm consists of three elements: (1) a concept, which is the core of the paradigm, (2) a set of activities, and (3) a domain. The customer concept is the new marketing concept. It is a management orientation which maintains that firms establish relationships with selected individual target customers with whom superior customer values are designed, offered, redefined and realized in close cooperation with other partners in the marketing system such as suppliers and intermediaries, in order to realize long-term profits through customer satisfaction, partner- and employee satisfaction. The new marketing activities include decisions with regard to the firm's stated vision, objective(s), strategy, organizational structure, culture, information system, marketing instruments, business processes and human resource management. The new marketing domain encompasses the broader interpretation of marketing as the central concept in the behavior of the firm. The customer concept implies a reorientation of marketing to one that places the customer in a pivotal role. 相似文献
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Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry 总被引:1,自引:0,他引:1
Puneet Manchanda Dick R. Wittink Andrew Ching Paris Cleanthous Min Ding Xiaojing J. Dong Peter S. H. Leeflang Sanjog Misra Natalie Mizik Sridhar Narayanan Thomas Steenburgh Jaap E. Wieringa Marta Wosinska Ying Xie 《Marketing Letters》2005,16(3-4):293-308
This paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The
nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions
as well as to apply existing methodology to new data. The paper opens with some industry background, then provides a brief
overview of some important research areas and discusses the open questions in each area. Issues of data type and availability
are also discussed.
This paper is based on a session (with the same title and participants) that was part of the Sixth Invitational Choice Symposium
hosted by the University of Colorado and held at Estes Park, Colorado during June 4–8, 2004. 相似文献
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van Dijk Albert van Heerde Harald J. Leeflang Peter S.H. Wittink Dick R. 《Quantitative Marketing and Economics》2004,2(3):257-277
A retailer may allocate shelf space to brands based on factors, unobservable to researchers, which also determine sales. As a consequence, both sales and shelf space are endogenous in historical data, and this leads to inconsistent estimates of shelf space elasticities based on OLS. To obtain valid estimates of shelf space elasticities for allocation decisions, we propose an approach that incorporates the spatial correlation between shelf space and the error term resulting from store-, consumer- and competitor characteristics. The empirical results suggest that our model based on a single cross section of stores corrects for endogeneity and provides valid shelf space elasticities. We also obtain superior predictions compared to several benchmark models. With the same cross section and two observations over time, the alternative methods we use provide comparable shelf space elasticity estimates. However, our proposed method is still superior in the sense that its estimates have somewhat smaller standard errors. 相似文献