Research Methods and Tools
Making Words Speak: Leveraging Consumer Insights from Online Review Text to Improve Service QualityJul 25, 2018 Andrea Ordanini, Raji Srinivasan, and Anastasia Nanni, 2018, 18-119-07
Online review text analytics enabled managers to clearly and rapidly identify weaknesses in their offering.
Enhancing Power of Marketing Experiments Using Observational DataJun 5, 2018 Ron Berman and Elea McDonnell Feit, 2018, 18-116-06
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?May 24, 2018
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?
The Intersection of Image and Text in Social Media ConversationsMay 16, 2018 Jenna Raypon Gopilan, Director, Professional Services, Crimson Hexagon
Social media conversation analysis has traditionally been focused on text and engagement metrics. However, over recent years online consumer conversation has evolved to match current cultural trends with the growing use of memes, hashtags, emojis, videos, and images.
Online Marketplace AdvertisingMay 14, 2018 Hana Choi and Carl F. Mela, 2018, 18-112-05
This study examines the trade-off between advertising revenue and transaction revenue for online marketplaces. Results suggest that lowering the cost-per-action (fees) and increasing the cost-per-consideration (clicks) yields a “win-win" outcome for the platform and its advertisers.
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