THEORY OF EFFICIENCY MEASUREMENT IN MARKETING RESEARCH WITH REGRESSION AND STRUCTURAL EQUATIONS MODELS (Teoria pomiaru efektywnosci badan marketingowych w modelu regresji i rownan strukturalnych)

• Authors: Tarka Piotr
• Languages of publication: PL

Abstracts

EN

Decision making by managers that is based on inefficient and ineffective marketing research may do harm putting a firm at risk. The minimization of such a risk is possible when an appropriate selection of analytical models is conducted, allowing a firm to measure the level and structure of efficiency related to marketing research expenditures and the real effects (economic results). In the first part of the article the author describes the essence and main problems associated with marketing research efficiency analysis. In the next part, a generalized model of marketing research efficiency is proposed with s discussion throwing light upon two important models: SEM (Structural Equations Model) and MRA (Multivariate Regression Analysis).

Keywords

EN

EFFICIENCY OF MARKETING RESEARCH; MULTIVARIATE REGRESSION; STRUCTURAL EQUATIONS ANALYSIS

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Econometrics. Ekonometria. Advances in Applied Data Analytics
• Year: 2011
• Issue: 30 (Zastosowania metod ilościowych)
• Pages: 70-82
• Document type: ARTICLE

Contributors

author

Tarka Piotr

• Piotr Tarka, Uniwersytet Ekonomiczny w Poznaniu, Katedra Badan Marketingowych, al. Niepodleglosci 10, 61-875 Poznan, Poland

Identifiers

CEJSH db identifier

11PLAAAA107818