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Introduction to Mathematical Models in Market and Opinion Research
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Table of Contents

I/Advertising Media Calculations.- 1. Introduction.- 2. Media Selection based on Reach.- 3. Cost Analysis.- 4. Utilization of the Selected Media.- 5. Selection and Utilization of Media in a Single Step.- 6. Multiple Utilization of a Medium.- 7. Cumulation of Reach using Several Media.- 8. Forecasting Cumulation.- II/Elementary Forecasting Calculations.- 1. Introduction.- 2. Linear, Static Forecasts, with an Example.- 3. Computation of Regression Coefficients.- 4. Computing Requirements.- 5. Forecasts, using Time Functions.- 6. Difference Equations (applied as an Example to Election Forecasting).- 7. Markov Chains.- 8. Application of Markov Chains to the Case of Competition between Brand Name Products.- 8.1. Markov Chains for more than two Products.- 8.2. Forecast of Market Share.- 9. Non-Stationary Markov Chains.- 10. Concluding Remarks on Forecasting.- III/Factor Analysis.- 1. Introduction.- 1.1. Fundamentals.- 1.2. Purpose of Factor Analysis.- 2. Metric Problems.- 2.1. Non-Response Problems of Scaling Techniques.- 2.2. Reference to the Metric Problem.- 2.3. Dispensing with the Use of Individual Scales.- 3. Characteristics of Results of Factor Analysis and Factor Forecasting.- 3.1. Computation of Correlation from Raw Data.- 3.2. Correlation Matrix.- 3.3. A Fundamental Task: Partitioning the Data Matrix.- 3.4. Factor Forecasting.- 3.4.1. Problem of Feed-Back.- 3.4.2. Analysis of an Individual Forecast.- 3.4.3. External Factor Forecasts.- 3.4.4. Concluding Remarks on Factor Forecasting.- 4. Computational Procedures of Factor Analysis.- 4.1. Calculation of Factor Loadings (Centroid Method).- 4.2. Rotation.- 4.2.1. Interpretation of Factors.- 4.2.2. Rotation Calculations (Example).- 4.3. Calculation of Factor Loadings (Component Analysis).- 5. Calculation Requirements.- 5.1. Brief Discussion of the Optimization of Computational Requirements.- 5.2. Computational Requirements of Rotations.- 5.3. Total Computing Requirements.- 6. Method of Computation and Computing Requirements of Semantic Distance.- IV/Market Models.- 1. Present Practices and Problems in Data Collection.- 2. Essential Nature of Market Models (Autonomy of Indicators or Model Dependency).- 3. Image Aspects.- 4. A Psychological-Economic Market Model.- 5. Introduction to the Economic Aspects of Models.- 6. The Psychological Market Model as a Special Variant of an Economic Market Model.- 7. Problems Inherent in a Market Model.

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