Research
The Research of the SVI Endowed Chair for International Direct Marketing is orienated to international scales. It uses and developes quantitative methods to test hypothesises. The actual activities can be devided into four focals:
Marketing-Interactions in different Cultures
The interaction with costumers in different cultures is an important issue. This focal focuses on the following questions:
- How to address to the customer?
- How to define segments?
- What kind of marketing design suits best?
- Is there a psycholgical construct to explain the customer from the cultural point of view?
Publications on this focus
Presentations on this focus
Direct Marketing in Change
The direct marketing increase it´s meaning for the companies, but also changes a lot. Business nowadays has a more global focus. The direct marketing focus on ethnic minorities increases. This focal tries to answer the following questions:
- How strong is the influence of the new communication, e.g. blogs, on direct marketing?
- How can the new medias be used in the daily business?
- What marketing design is prefered to sell luxury goods directly?
- What kind of direct marketing suits to the different ethnic groups?
Publications on this focus
Presentations on this focus
Competition Interaction and Competitive Intelligence
For being succesful in the competition it is neccessary to have informations about interactions of competitive suppliers and also informations about activities of single companies.
Technological innovations influence the behaviour of single market participant and the competition. This focal is about the following questions:
- How to make a model of the competition to get an empirical analysis?
- Which are the opportunities and limits on the forecast of the competitioninteraction by quantitative methods?
- How to choose informations from the Enviromental Scanning, the systematic analysis of the companies enviroment, process?
- How to design Alert systems to recognize changes early?
- How to itentify weak signals in the WWW?
Publications on this focus
Presentations on this focus
Quantitative Marketing Research Methods
To answer special questions from marketing research it is sometimes necessary to invent new methods or to adopt them from other academic disciplinies.
The important questions are:
- How to use artificial intelligence and mascine learning for selecting customers (targeting)?
- How to treat missing values?
- How to decide to number of groups in a marketsegmentation by one data basic?
- How to test scale equivalence for latent constructs in different languages and cultures?
- How to visualise patterns of customer reactions?
