Research Methods and Tools
Measuring Customer Experiences: A Text-Based and Pictorial ScaleJun 10, 2019 Markus Gahler, University of Augsburg, Jan F. Klein, Tilburg University, and Michael Paul, University of Augsburg , 2019, 19-119-06
Two scales offer precise measures of CX performance across the consumer journey. Based on eight studies with nearly 3000 participants, researchers develop an 18-item text-based scale and an icon-based scale that captures six CX dimensions.
If Measurement Isn’t Your Top Strategic Priority, Here’s Why It Should BeApr 09, 2019 David Kaul, Director of Measurement & Analytics, Google, Inc.
Marketers must deliver more personalized, measurable experiences in a responsible way to drive business growth.
Putting Analytics into Action: Using Cupcakes to Improve Business OutcomesApr 05, 2019 Martyn Crook, Vice President Global Knowledge and Insights, The Coca-Cola Company
The best analytics in the world are useless if we don’t get the right information to the right people at the right time, and then ensure that they take action.
Pricing Power: Measures, Trends and Influences on Firm ValueMar 4, 2019 Yang Pan and Thomas S. Gruca, University of Iowa, and Lopo Rego, Indiana University, 2019, 19-112-03
Pricing power is highly prized by investors and managers, but almost totally ignored by marketing academics. This study examines two metrics over 40 years, and finds, paradoxically, that pricing power seems to be increasing and decreasing simultaneously.
Consumption and Design of Music Albums and Personalized PlaylistsFeb 28, 2019 Khaled Boughanmi, Columbia University
Khaled Boughanmi will present research that uses a nonparametric Bayesian model combining online data to explore the dynamics of musical success of albums over the last half century.
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