Marketing Topics

Identifying Customer Needs from User-Generated Content

UGC -- online reviews, social media, and blogs-- offers a rich source of information from which to identify customer needs. Combining machine learning and human analysis of UGC resulted in 46-52% gains over experiential interview-based analysis.

Slider Scale or Text Box: How Response Format Shapes Responses

Seemingly simple interface changes can have a material effect on consumer payments: slider scales can change how consumers mentally visualize prices.  

Making Words Speak: Leveraging Consumer Insights from Online Review Text to Improve Service Quality

Online review text analytics enabled managers to clearly and rapidly identify weaknesses in their offering. 

Enhancing Power of Marketing Experiments Using Observational Data

This stratification approach may help marketers decrease the size of marketing experiments or gain more accurate insights from previously run experiments.

Tackling the MSI Research Priorities: Which Methods to Use?

Webinar featuring Dominique M. Hanssens, University of California Los Angeles and Natalie Mizik, University of Washington

Marketing Science has developed a large array of research methods to tackle important questions for marketing management. But which method should be used for which question?