Глава 2. Определение проблемы и подхода к проведению маркетингового исследования 11 страница

142 Часть II. Разработка плана исследования

8. "Private Opinion", American Demographics (Tools Supplement), March 1997, p. 33—34.

9. Ranjita Misra, B. Pamgrahi, "Changes in Attitudes toward Women: A Cohort Analysis", Internationa!

Journal of Sociology & Social Policy, June 1995, p. 1—20; Norval D. Glenn, Cohort Analysis (Beverly

Hills: Sage Publications, 1981).

10. Joseph O. Rentz, Fred D. Reynolds, Roy G. Stout, "Analyzing Changing Consumption Patterns with

Cohort Analysis", Journal of Marketing Research, February 1983, p. 12—20. См. также статью

Joseph О. Rentz, Fred D. Reynolds, "'Forecasting the Effects of an Aging Population on Product

Consumption An Age-Period Cohort Framework", Journal of Marketing Research, August 1991.

p. 355-360.

11. John Davidson, "Football 101", Working Woman, October 1997, p. 13—14.

12. Относительно недавних применений данных панелей см. статью К. Sivakumar, S.P. Raj,

"Quality Tier Competition: How Price Change In fluences Brand Choice and Category Choice",

Journal of Marketing, July 1997, p. 71—84. Базовую трактовку см. в работе Gregory В. Markus,

Analyzing Panel Data (Beverly Hills: Sage Publications, 1979).

13. Табл. 3.6 можно рассматривать и как переходную матрицу. Она описывает изменения в

приобретении товаров различных торговых марок. Данные о соотношении потребителей,

которые переключились на другие торговые марки, позволяют сделать ранний прогноз

окончательного успеха нового товара или изменения в рыночной стратегии.

14. R. Tim Coupe, Nadi M. Onodu, "Evaluating the Impact of CASE: An Empirical Comparison of

Retrospective and Cross-Sectional Survey Approaches", European Journal of Information Systems,

March 1997, p. 15—24; Seymour Sudman, Robert Ferber, Consumer Panels (Chicago: American

Marketing Association, 1979), p. 19-27.

15. G.J. Van Den Berg, M. Lindeboom, G. Ridder, "Attrition in Longitudinal Panel Data and the

Empirical Analysis of Dynamic Labour Market Behaviour", Journal of Applied Econometrics,

October—December 1994, p. 421—435; Russell S. Wmer, "Attrition Bias in Econometric Models

Estimated with Panel Data", Journal of Marketing Research, May 1983, p. 177—186.

16. Laszlo Maytas, Patrick Sevestre (eds.), The Econometrics of Panel Data, A Handbook ofihe Theory

with Applications (Norwell, MA: Kluwer Academic Publishers, 1996).

17. John Hulland, Yiu Ho, Shunym Lam, "Use of Causal Models in Marketing Research: A Review",

International Journal of Research in Marketing, April 1996, p. 181—197.

18. Относительно применения причинно-следственного исследования см. статью Н. Rao

Unnava, Robert E. Burnkrant, Sunil Erevelles, "Effects of Presentation Order and Communication

Modality on Recall and Attitude", Journal of Consumer Research, December 1994, p. 481—490.

19. Jack Edmonston, "Targeted. Magazines Key to Future Profits", Advertising Age's Business Marketing,

December 1996, p. 42; Michael J. Naples, Rolf M. Wulfsberg, "The Bottom Line: Does Industrial

Advertising Sell?", Journalof Advertising Research, August-September, 1987, p. RC4-RC16.

20. См. статью Doug Ayers, Robert Dahlstrom, Steven J. Skinner, "An Exploratory Investigation of

Organizational Antecedents to New Product Success", Journalof Marketing Research, February 1997,

p. 107-116.

21. Chad Rubel, "NASCAR Tries to Shed Redneck Image, Seeks Market in Suburbs", Marketing News,

January 15,1997, p. 1,15.

22. "The Best Emerging Market Banks in the World", Global Finance, May 1997, p. 26—42; Sabra

Brock, Sara Lipson, Ron Levitt, "Trends in Marketing Research and Development at

Citicorp/Citibank", Marketing Research: A Magazine of Management and Applications, December

1989.

23. Solomon Dutka, Lester R. FrankeL "Measuring Response Error", Journal of Advertising Research,

January—February 1997, p. 33—39.

24. Rebecca P. Heath, "Life on Easy Street", American Demographics, April 1997, p. 32—38; Marketing

News, April 10, 1987, p. 3.

Глава З. План маркетингового исследования 143

25. Margret R. Rollere, "Control Is Elusive in Research Design", Marketing News, September 15, 1997,

p. 17; Tom Corlett, "Sampling Errors in Practice", Journal of Market Research Society, October

1996, p. 307-318.

26. Zedan Hatush, Martin Skitmore, "Assessment and Evaluation of Contractor Data Against Client

Goals Using PERT Approach", Construction Management & Economics, July 1997, p. 327—340.

27. Lizhong Geng, "Sports Marketing Strategy A Consumer Behavior Case Analysis in China",

Multinational Business Review, Spring 1997, p. 147—154; Gallup Organization, "1997 Survey: The

People's Republic of China Consumers Attitudes & Lifestyle Trends", Web-сайт

www.gallup.com/poll/special/china.

28. Betsy Peterson, "Ethics Revisited", Marketing Research: A Magazine of Management & Applications,

Winter 1996, p. 47-8.

29. JohnW.K. Leung, K..K. Lai, "AStructured Methodology to Build Discrete-Event Simulation Models",

Asia Pacific Journal of Operations Research, May 1997, p. 19-37; Naresh K. Malhotra, "An Approach

to the Measurement of Consumer Preferences Using Limited Information", Journal of Marketing

Research, February 1986, p. 33—40; Naresh K. Malhotra, "Analyzing Marketing Research Data with

Incomplete Information on the Dependent Variable", Journal of Marketing Research, February 1987,

p. 74-84.

144 Часть II. Разработка плана исследования

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