Research Methods and Tools
Mining the gold of social TV dataNov 26, 2013
University of Pennsylvania’s Shawndra Hill has conducted some of the first academic studies that link social media strategies to online content and sales in real time.
Unpacking Loyalty: How Conceptual Differences Shape the Effectiveness of Customer LoyaltyOct 8, 2013 George F. Watson IV, Joshua T. Beck, Conor M. Henderson, and Robert W. Palmatier, 2013, 13-120
Synthesizes theoretical and empirical loyalty research in two studies: an item-level content analysis of loyalty research and a meta-analysis of 130 independent samples from 116 articles.
Do Online Behavior Tracking or Attitude Survey Metrics Drive Brand Sales? An Integrative Model of Attitudes and Actions on the Consumer BoulevardSep 25, 2013 Koen Pauwels and Bernadette van Ewijk, 2013, 13-118
Compares performance of online behavior metrics and attitude survey metrics in explaining and predicting sales. Develops the "Consumer Boulevard" of interactions among marketing, metrics, and sales for 36 brands over 15 categories in the Netherlands.
Netnography: Social Media for Cultural UnderstandingSep 19, 2013 Robert V. Kozinets, York University
With social media expanding to become a natural part of consumers’ existence, online consumer communities are having profound effects on human social life. In this presentation, Robert Kozinets will orient the audience to the cultural approach to the study of social media and human technology collectives using netnography, a social media research method based on an anthropological approach to ethnography. He will overview key terms and principles and discuss examples of successful netnographic research. Interactive exercises will offer participants an introduction to using the method.
The Commercial Contribution of Clinical Studies for Pharmaceutical DrugsAug 20, 2013 Ashish Sood, Eelco Kappe, and Stefan Stremersch, 2013, 13-115
Based on an extensive database of clinical studies in a major therapeutic market, investigates the dynamic effects of clinical studies on drug sales and marketing expenditures to doctors and patients.
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