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引文資料
題名:
消費者異質性與聯合分析法:市場區隔化所扮演的角色
書刊名:
行銷科學學報
作者:
王仕茹
作者(外文):
Wang, Shih-ju
出版日期:
2006
卷期:
2:2
頁次:
頁135-153
主題關鍵詞:
聯合分析法
;
市場區隔
;
異質性
;
層級貝氏
;
Conjoint analysis
;
Market segmentation
;
Heterogeneity
;
Hierarchical Bayes
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:0
共同引用:0
點閱:0
為了設計恰當的產品、價格、溝通與通路策略以滿足消費者,行銷研究人員致力於將消費者異質性納入聯合分析中,以提升對個體參數的預測效力。在估計個體水準的參數時,研究者遭遇到最為艱難的問題就是個體水準資料的缺乏。近年來許多學者已經研究出如何同時將異質性納入行銷模式之中,並且解決個體訊息不足的問題。在這些模式之中,有限混合與層級貝氏模式被認為是優越的方法。然而,兩種方法在獲致可靠的個體參數時仍有其缺點。為了驗證結合行為模式相似的個體訊息能夠大幅地提升預測效力,本研究提出了新的層級貝氏聯合區隔模式。這個模式結合了市場區隔與層級貝氏方法,能夠解決前述兩種模式的缺點。
以文找文
To design appropriate product, price, communication and channel strategies to satisfy consumers, marketing researchers endeavor to incorporate consumer heterogeneity into conjoint analyses to increase predictive validity of individual parameters. In estimating individual-level parameters, the most difficult problem facing researchers is the deficiency of individual-level data. In recent years, many scholars have already studied how to incorporate heterogeneity in marketing models as well as how to solve the problem of information deficiency. Among those models, Finite Mixture and hierarchical Bayes models are considered superior. However, both methods still have their weakness in estimating reliable individual parameters. In order to verify empirically that combining information about individuals with similar behavioral pattern will greatly increase predictive validity, we combine market segmentation and hierarchical Bayes methods to propose a new hierarchical Bayes conjoint segmentation model.
以文找文
期刊論文
1.
Green, P. E.、Goldberg, S. M.、Montemayor, M.(1981)。A Hybrid Utility Estimation Model for Conjoint Analysis。Journal of Marketing,45(1),33-41。
2.
Green, P. E.、Krieger, A. M.(1991)。Segmenting markets with conjoint analysis。Journal of Marketing,55(4),20-31。
3.
Kamakura, W.、Russell, G.(1989)。A Probabilistic Choice Model for Market Segmentation and Elasticity Structure。Journal of Marketing Research,26(4),379-390。
4.
Green, P. E.、Srinivasan, V.(1990)。Conjoint analysis in marketing: New developments with implications for research and practice。Journal of Marketing,54(4),3-19。
5.
Wedel, M.、Kistemaker, C.(1989)。Consumer benefit segmentation using clusterwise linear regression。International Journal of Research in Marketing,6,45-59。
6.
Green, P. E.(1977)。A New Approach to Market Segmentation。Business Horizons,20,61-73。
7.
Allenby, Greg M.、Arora, Neeraj、Ginter, James L.(1995)。Incorporating Prior Knowledge into the Analysis of Conjoint Studies。Journal of Marketing Research,32,152-162。
8.
Allenby, G. M.、Ginter, J. L.(1995)。Using Extremes to Design Product and Segment Markets。Journal of Marketing Research,32,392-402。
9.
Cattin, P.、Gelfand, A. E.、Danes, J.(1983)。A Simple Bayesian Procedure for Estimation in a Conjoint Model。Journal of Marketing Research,20,29-35。
10.
Allenby, G. M.、Leone, R. P.、Jen, L.(1999)。A Dynamic Model of Purchase Timing with Application to Direct Marketing。Journal of the American Statistical Association,94(446),365-374。
11.
Allenby, G. M.、Arora, N.、Ginter, J. L.(1998)。On Heterogeneity of Demand。Journal of Marketing Research,35,384-389。
12.
Allenby, G. M.、Jen, L.、Leone, R. P.(1996)。Economic Trends and Being Trendy: the Influence of Consumer Confidence on Retail Fashion Sales。Journal of Business & Economic Statistics,14(1),103-111。
13.
Carroll, J. D.、Green, P. E.(1995)。Psychometric Methods in Marketing Research: Part I, Conjoint Analysis。Journal of Marketing Research,32,385-391。
14.
Carmone, F. J.、Green, P. E.、Jain, A. K.(1978)。Robustness of Conjoint Analysis: Some Monte Carlo Result。Journal of Marketing Research,15,300-303。
15.
Allenby, G. M.、Rossi, P. E.(1998)。Marketing Models of Consumer Heterogeneity。Journal of Econometrics,89(1/2),57-78。
16.
Currim, Imran S.(1981)。Using Segmentation Approaches for Better Prediction and Understanding from Consumer Mode Choice Models。Journal of Marketing Research,18(3),301-309。
17.
DeSarbo, W. S.、Wedel, M.、Vriens, M.、Ramaswamy, V.(1992)。Latent Class Metric Conjoint Analysis。Marketing Letters,3(3),273-288。
18.
Green, P. E.、Wind, Y.、Jain, A. K.(1972)。Preference Measurement of Item Collections。Journal of Marketing Research,9(4),371-377。
19.
Green, P. E.(1984)。Hybrid Models for Conjoint Analysis: An Expository Review。Journal of Marketing Research,21(2),155-169。
20.
Green, P. E.、Helsen, K.、Shandler, B.(1988)。Conjoint Validity Under Alternative Profile Presentations。Journal of Consumer Research,15,392-397。
21.
Green, P. E.、Helsen, K.(1989)。Cross-Validation Assessment of Alternatives to Individual-Level Conjoint Analysis: A Case Study。Journal of Marketing Research,26,346-350。
22.
Heckman, J.、Singer, B.(1984)。A Method for Minimizing the Impact of Distributional assumptions in Econometric Models for Duration Data。Econometric,52,271-320。
23.
Kamakura, W. A.(1988)。A Least Squares Procedure for Benefit Segmentation with Conjoint Experiments。Journal of Marketing Research,25(2),157-167。
24.
Lenk, P.、DeSarbo, W.、Green, P.、Young, M.(1996)。Hierarchical Bayes Conjoint Analysis: Recovery of Par Worth Heterogeneity from Reduced Experimental Designs。Marketing Science,15,173-191。
25.
Moore, W. L.(1980)。Levels of Aggregation in Conjoint Analysis: An Empirical Comparison。Journal of Marketing Research,177,516-523。
26.
Rossi, P. E.、McCulloch, R.、Allenby, G. M.(1996)。On the Value of Household Purchase History Information in Target Marketing。Marketing Science,15,321-340。
27.
Rossi, P. E.、Allenby, G. M.(2000)。Statistics and Marketing。Journal of the American Statistical Association,95(450),635-638。
28.
Steenkamp, J.、Wedel, M.(1993)。Fuzzy Clusterwise Regression in Benefit Segmentation: Application and Investigation into Its Validity。Journal of Business Research,26,237-249。
29.
Vriens, M.、Wedeln, M.、Wilms, T.(1996)。Metric Conjoint Segmentation Methods: A Monte Carlo Comparison。Journal of Marketing Research,33,73-83。
30.
Wedel, M.、Steenkamp, J. E. M.(1989)。A Fuzzy Clusterwise Regression Approach to Benefit Segmentation。International Journal of Research in Marketing,6,241-258。
31.
Wedel, M.、Steenkamp, J. E. M.(1991)。A Clusterwise Regression Method for Simultaneous Fuzzy Market Structuring and Benefit Segmentation。Journal of Marketing Research,28,385-396。
32.
Gelfand, Alan E.、Smith, Adrian F. M.(1990)。Sampling-Based Approaches to Calculating Marginal Densities。Journal of the American Statistical Association,85(410),398-409。
33.
Chintagunta, P. K.、Jain, D. C.、Vilcassim, N. J.(1991)。Investigating Heterogeneity in Brand Preferences in Logit Models for Panel Data。Journal of Marketing Research,28(4),417-428。
會議論文
1.
Wittink, D. R.、Montgomery, D. B.(1979)。Predictive Validity of Trade-Off Analysis for Alternative Segmentation Schemes。Educators' Conference。Chicago:American Marketing Association。69-73。
圖書
1.
Titterington, D. M.、Smith, A. F. M.、Makov, U. E.(1985)。Statistical Analysis of Finite Mixture Distributions。New York:John Wiley & Sons。
圖書論文
1.
Montgomery, D. B.、Wittink, D. R.(1980)。The Predictive Validity of Conjoint Analysis for Alternative Aggregation Schemes。Market Measurement and Analysis。Cambridge, MA:Marketing Science Institute。
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