INTERNATIONALES MARKENMANAGEMENT...Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda Most of the international marketing journals are available online Working

Chair for

Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda

4th exercise Master study WS 2015/2016

Specialization: Handel und Internationales Marketing-Management

Module: Retail Management und International Branding

INTERNATIONALES

MARKENMANAGEMENT

Chair for


Structure of scientific research in marketing

4.1 Introduction to scientific research

4.2 Research methods & primary/secondary data

4.3 Students’ presentation

4.4 Construction & design of empirical survey studies

4.5 Multivariate Data Analysis – Basics

4.6 Study design

4

Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda

Search engines for academic research

Information retrieval in practice

Ranking of international scientific journals

In Detail…

Slide 3

Objectives

Know how to find the relevant

information for academic research

Understand the function and

usage of journal rankings in

scientific research


Literatur

Falls Sie Teile von Übung 4 nachlesen wollen (Chapter 14)

Keller, K. L. (2008), “Strategic Brand Management: Building, Measuring, and

Managing Brand Equity”, 3rd ed., Pearson: Upper Saddle River, NJ.

Pflichtartikel (relevant in dieser Übung)

Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003), “How perceived brand

globalness creates brand value”, Journal of International Business Studies, 34(1):

53-65.

Slide 4


Electronic journal library (EZB)

Get access to the EZB (Elektronische Zeitschriftenbibliothek)

Download and install VPN-Client

http://www.uni-trier.de/index.php?id=30830

In addition: Installation of Citrix®ICA® Client is required


Slide 5









Library of Trier University

Follow the path to find relevant books

Bibliothek → TRI-KAT → Erweiterte Suche

If certain books are not available at the library of Trier University, you can

order them by using inter-library loans


If you are not sure, whether the book exists, check for availability by using

the Karlsruhe Virtual Catalogue (KVK)

KVK is a meta search interface which allows you to access library and book

trade catalogues worldwide

KVK lists more than 100 million titles

http://www.ubka.uni-karlsruhe.de/kvk.html

Slide 6








Most of the international marketing journals are available online

Working with high-quality literature is a precondition for good academic

research, e.g. master thesis, dissertation

Therefore use as much high-quality literature as possible

Cite journals ranked A+, A, B or C

Overall, the likelihood of finding good literature is much higher in better ranked

journals

Ranking of international scientific

journals (I)



journals (II)

Marketing Retail/ Service Consumer research International business

Journal of Marketing (A+) Journal of Service

Research (A)

Journal of Consumer

Research (A+)

Journal of International

Business Studies (A)

Journal of Marketing

Research (A+) Journal of Retailing (A)

Journal of Applied

Psychology (A)


Management (B)

Marketing Science (A+)

Manufacturing and

Service Operations

Management

(B) Multivariate Behavioral

Research (B)


Marketing (B)

Journal of the Academy

of Marketing Science (A+)

International Journal of

Service Technology and

Management

(C) Journal of Consumer

Psychology (B)

Journal of World

Business (B)


Research in Marketing (A)

Journal of Service

Management (C)

Journal of Behavioral

Decision Making (B)

European Financial

Management (B)

Journal of Product

Innovation Management (A)

Journal of Retailing and

Consumer Services (C)

Psychology and

Marketing (B)

International Economic

Review (B)

Marketing Letters (B)


Services and Operations

Management

(C) NeuroPsycho

Economics (C)

International Business

Review (B)


Marketing (B) Managing Service Quality (C)

Journal of Consumer

Behaviour (C)


Accounting Research (B)

Marketing-ZfP (C)


Retail and Distribution

Management

(D) Advances in Consumer

Research (C)


Money and Finance (B)

Marketing Theory (C) European Retail Research (-) Journal of Consumer

Policy (D)

Management International

Review MIR (C)

Slide 8


Academics‘ perceptions of marketing journals

„In fact, Davis (1980) noted that the faculty publication record is often

viewed as the only real measure of performance. … Such recognition can

serve to motivate scholarly activity and increase future contributions“

(Journal of Marketing Education 1997)


journals (III)


Verband der Hochschullehrer für Betriebswirtschaft e.V. (VHB)

VHB journal ranking

German professors and academics

http://vhbonline.org/service/jourqual/jq2/total/

Handelsblatt journal ranking

For business administration

http://www.handelsblatt.com/politik/oekonomie/bwl-ranking/-bwl-ranking-2012-

bwl-ranking-2012-methodik-und-zeitschriftenliste/6758368.html

Academy of marketing science (AMS)

AMS ranking of marketing journals

Michigan State University

http://www.ams-web.org/displaycommon.cfm?an=1&subarticlenbr=10


journals (IV)

Slide 10

http://vhbonline.org/service/jourqual/jq2/total/

http://www.handelsblatt.com/politik/oekonomie/bwl-ranking/-bwl-ranking-2012-bwl-ranking-2012-methodik-und-zeitschriftenliste/6758368.html


























journals (V)

VHB Ranking:

Slide 11


Keyword search

http://scholar.google.de

Slide 12

Search engines: Google Scholar (I)

http://scholar.google.de/


Search engines: Google Scholar (II)

Slide 13


Business Source Premier via EBSCO host

http://web.ebscohost.com/ehost/search/selectdb?sid=b42077cc-1f65-4005-

bf75-c2490e9cf24d%40sessionmgr11&vid=1&hid=19

Search Engines: Business Source

Premier (I)

Slide 14


Every source includes further relevant sources – but only up to the date of

publication.

Use EBSCO’s “cited by-option” by entering name, source and year into

the search mask

Search Engines: Business Source

Premier (II)

Slide 15

2. Check results:

title & citations

1. Enter details

3. Choose relevant

articles


Relevant databases

Worldwide databases for academic research

German database information system (DBIS) provides a broad overview of

databases available

http://rzblx10.uni-

regensburg.de/dbinfo/suche.phtml?lett=f&bib_id=ub_hro&colors=31&gebiete=28

Several data sets are freely accessible

Crucial secondary data sets, e.g. Nationmaster

Search Engines

Slide 16

http://rzblx10.uni-regensburg.de/dbinfo/suche.phtml?lett=f&bib_id=ub_hro&colors=31&gebiete=28




General search tips

Keyword search → Google scholar

Direct connection to “UBT Volltext”

Citation data can directly be transferred through “Import into RefMan”

Backward literature search through “Cited by”

One for the topic appropriate study represents a good starting point for

further literature search

In case of unavailability of journal literature:

1. Possibility: journal print version in library (search via BIB-KAT for journal

name)

2. Possibility: Inter-lending

Examination of literature in a constructive and critical way

Distinction between high and low qualitative literature

Slide 17


Systematic collection of relevant

literature (I)

Example:

Morschett/Schramm-Klein/Swoboda (2010): “Decades of research on

market entry modes: What do we really know about external antecedents

of entry mode choice?“, Journal of International Management, Vol. 16,

No. 1, p. 60-77.

Rules:

Identify and collect all relevant studies for a specific research question.

Have the broadest possible database in order to avoid biased results.

Slide 18


Systematic collection of relevant

literature (II)

Procedural method:

Systematic search of the literature database „Business Source Premier“

Analysis of published reviews and/or table of contents of several Journals up

to the last 35 years

Investigated Journals:

Journal of International Business Studies

Journal of International Management

International Business Research

Journal of Business Research

Management International Review

Literature basis: 72 studies

Slide 19

Chair for








4.6 Study design

4


Different types of empirical studies

Primary data

Secondary data

In Detail…

Slide 21

Objectives

Knowing the different kinds of

empirical studies and their goals

Understanding the advantages

and disadvantages of the use of

primary and/or secondary data


Starting Point

Goals

Explorative

Analysis

Little knowledge about a certain

topic or problem

No hypotheses beforehand

Derivation of hypotheses

Detection of alternatives

Identification of relevant variables

Descriptive

Analysis

Structure of problem is known

Existence of hypotheses

Verification of hypotheses

No tests of causal relationships

Description of structures

Causal

Analysis

Hypotheses about causal

relationships of variables

Tests of causal relationships

Practical implications and benefits

Slide 22

Scientific research (I)

Empirical studies in academic disciplines:


Empirical studies in academic disciplines

Scientific research (II)

Slide 23

Exploratory analysis

Derivation of hypotheses

Expedient?

Confirmatory analysis

Verification of hypo-theses

True?

Practical implemen-

tation

Social impacts

Benefit?


Scientific research (III)

Ad

va

nta

ge

s

Slide 24

Secondary Data

Ch

ara

cte

risti

cs

Data never gathered before

Usually collected after secondary data is

collected

Collected previously, by another researcher

or research institution

Usually for another purpose, than the one of

the study it is used for

Primary Data

Find the data you need to suit your purpose

Specific insights which are not possible to

obtain by secondary data such as personal

opinion

Quicker to obtain and less cost intensive

More accurate and objective

Suitable for investigating historical development

through contemporaneously documented data

Dis

ad

va

nta

ges

Usually more costly and time consuming

than collecting secondary data

Methodological problems such as non-

response and common method bias

Subjectivity of the respondent

Difficult for investigating of historical

developments

No control over data collection and accuracy

Several research questions cannot be

answered appropriately by secondary data,

such as personal opinions

Different sources report different values for a

given statistic because of differences in the

way the unit is defined


Types of primary data

Demographic/ Socioeconomic

Examples: Age, gender, income, marital status, occupation

Psychological/ Lifestyle

Examples: Activities, interests, personality traits

Attitudes/ Opinions

Examples: Preferences, views, feelings, inclinations

Awareness/ Knowledge

Examples: Facts about product, features, price, uses

Intention

Examples: Planned or anticipated behavior

Motivations

Why do people buy?

Examples: Needs, wants, wishes, ideal-self

Behavior

Examples: Purchase, use, timing, traffic flow

Scientific research (IV)

Slide 25


Types of secondary data

Demographic/ Socioeconomic

Examples: Age, gender, income, marital status, occupation

Psychological/ Lifestyle

Examples: Activities, interests, personality traits

Attitudes/ Opinions

Examples: Preferences, views, feelings, inclinations

Awareness/ Knowledge

Examples: Facts about product, features, price, uses

Intention

Examples: Planned or anticipated behavior

Motivations

Why do people buy?

Examples: Needs, wants, wishes, ideal-self

Behavior

Examples: Purchase, use, timing, traffic flow

Scientific research (VI)

Slide 26

Chair for








4.6 Study design

4

Chair for








4.6 Study design

4


Structure of empirical research papers

Example:

Steenkamp/ Batra/ Alden (2003)

In Detail…

Slide 29

Objectives

Sophisticated understanding of the

structure of academic papers in

international marketing research

Ability to adapt recent knowledge

for own marketing research

projects, e.g. master thesis


Table of content:

0. Abstract

1. Introduction

2. Literature review

3. Conceptualization and hypotheses

3.1 Basic definitions

3.2 Theory

3.3 Hypotheses development

4. Empirical analysis

4.1 Sample characteristics

4.2 Measurements

4.3 Method

4.4 Results

5. Discussion

Structure of a journal paper (I)

Slide 30


How perceived brand globalness creates brand value

(Steenkamp/Batra/Alden 2003)

Structure of a journal paper (II)

Steenkamp/Batra/Alden (2003)

Slide 31


Table of contents:

Abstract

1. Introduction

2. Research hypotheses

2.1 Pathway through which perceived brand

globalness affects purchase likelihood

2.2 Brands as icons of local culture

2.3 Moderating role of consumer ethnocentrism

2.4 Covariates

3. Method

3.1 Procedure

3.2 Measures

4. Results

4.1 Cross-national measurement validation

4.2 Test of hypotheses

4.2.1 Rival models

4.2.2 Main effects

4.2.3 Moderating effects of CET

5. Discussion

5.1 Contribution of this study

5.2 Managerial implications

6. Limitations and future research

Structure of a journal paper (III)

Steenkamp/Batra/Alden (2003)

Slide 32

Table of contents for scientific BA and MA-theses at the

chair for Marketing and Retailing at Trier University:

0. Abstract

1. Introduction (Focus, Research-Gap, Research

Question/how to close gaps, Contribution, Structure)

2. Conceptualization and hypotheses development

2.1 Definitions/Framework

2.2 Theory


2.4 Further hypotheses development

3. Empirical Study

3.1 Sample design

3.2 Measures

3.3 Method

4. Results

4.1 Descriptive results

4.2 Test of hypotheses

4.2.1 Rival models

4.2.2 Hypothesized effects

4.2.3 maybe further hypothesized effects

5. Discussion

5.1 Theoretical implications (guided by research Q)

5.2 Managerial implications

6. Limitations and future research


Content:

1. What is the focus/topic of the study? (1/2~1 sentence)

2. What is the practical and theoretical relevance? (1~2 sentences)

3. What is the data sample and research method? (1/2~1 sentence)

4. What are the core findings for research and management? (1~2 sentences)

Form:

Usually100 to 150 words

Language: English is a must

0. Abstract

Slide 33


Example:

1. Focus/topic of your study

“…understand why some consumers prefer global brands to local brands.”

2. Theoretical and practical relevance

“…perceived brand globalness (PBG) influences the likelihood of brand

purchase.”

3. Research method used in your paper

SEM as well-known method

4. Briefly describe your data sample

“Using consumer data from the U.S.A. and Korea,…”

5. Core findings relevant for marketing research and practice

“The effect through perceived quality is strongest. PBG effects are weaker for

more ethnocentric consumers.“

0. Abstract

Slide 34 Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand

value. Journal of International Business Studies, 34(1): 53-65.


Aim:

Positioning of the paper and brief prospect

Motivation and contribution of the study

Linguistically:

Clearly written so that the reader already knows what the study deals with

strong and provocative language to catch reader’s attention

Hints:

Secondary data might be helpful to emphasize the importance of your topic

Use literature that is central to your study

1. Introduction

Slide 35


Content:

1. Topic/ focus of your study

Describe/explain the importance of the topic for research and practice

2. Research gap

Briefly describe and explain the core reference literature (e.g., top 5 studies) you have

used to identify the gap in recent academic research

Presentation of shortcomings of previous research

Derivation of your research questions

3. Fill in the gap

Describe and explain the employed theory, methodology and data sample for filling in

the research gap

4. Relevance

Theoretical and empirical contribution for academic research

Managerial contribution

5. Structure of your study

Short road-map: Describe your approach to answer the research question

Slide 36

1. Introduction


Example:

1. Topic/focus of your study

“Many multinational corporations today are altering their brand portfolios in

favor of global brands. For example, both Procter & Gamble (P&G) and

Unilever…“

2. Research gap

“Given this unresolved debate, there is clearly a need to investigate whether

consumers prefer global brands and, if they do, the reasons (perceived higher

quality, higher prestige, etc.) that underlie such a preference.“

3. Fill in the gap

“In investigating the factors that may predict a preference for global brands over

local brands, we hypothesize three pathways through which PBG creates

additional brand value….”

4. Relevance

“Several reasons are offered for moves toward global brands.”

1. Introduction




Example:

5. Structure of your study

„…three pathways through which PBG creates additional brand value. Two of

these pathways are posited to occur indirectly through the quality and prestige

associations of PBG. The third pathway involves the direct effect of PBG on

brand value. We focus on the consumer’s likelihood of purchasing the brand as

our measure of brand value or utility (Aaker, 1991). We therefore test the

relative influences of quality, prestige and PBG per se on purchase likelihood.

We also test a potential ‘offsetting’ strategy that local brands can pursue –

positioning the brand as a local ‘icon’ of the country in question. In addition to

examining these main effect relationships, we also study the moderating role of

a key individual-difference variable: consumer ethnocentrism.“

1. Introduction




Aim:

Overview of previous findings

Identification of shortcomings

Scope: Everything what is relevant for the focus of the study

Content:

Tabular presentation:

Short description of each study (aim, theoretical and methodological approach, core

contribution and limitation of the study)

Constructive-critical analysis


Slide 39

Authors/

year/

journal

Research

question

Theory/

framework

Empirical

basis/ sector/

method

Core results

Verhoef/

Langerak/

Donkers

(2007)/

(JR)

Investigati

on of

brand and

dealer

retention

Theory of

consumpti

on

systems

according

to Mittal et

al. (2009)

Primary data/

consumers

that privately

bought a car in

a certain

timeframe/

econometric

model, nested

logti model

(n=1,640)

Dealers selling volume brands are able to improve brand retention rates. In

contrast, dealers of prestige and economy brands are unable to affect brand

retention.

In line with the notion of brand-dealer fit they also find that the effects of dealer

extrinsic service quality and dealer payment equity on dealer retention differ

between prestige, volume, and economy brands.

Extrinsic dealer service quality has the smallest effect for dealers selling

economy brands, while dealer payment equity is the most important determinant

of dealer retention for these dealers.


Aim: Framework for solving the initially stated research questions

Content:

1. Definition of key terms

Setting the contextual background

Definitions favorably from in A or B ranked international journals

Important: Several definitions have to discriminate each other

2. Theory

Aim: Justification for the use of constructs and/or explanation of relationships

Content: 1) history (short), 2) assumptions, 3) central elements, 4) core statements, 5)

empirical study (if available), 6) critical appreciation (advantages/ new insights vs.

disadvantages/ limitations)

Hints:

a) Describe and explain the selected theories used in general in this research

stream

b) Explain why certain theories/ concepts are used in your paper

c) Explaining the causal effect relations


Slide 40


Content:

3. Conceptual framework and hypotheses development

Aim: Setting the conceptual framework for your empirical study

Content:

a) Deduction of your hypotheses on the basis of the previously presented

theory and empirical studies

b) Schematic illustration

c) Control variables have not necessarily to be included

Hints:

a) Argumentation for/ against certain causal effect relations

b) Analyze previous studies, which examined the same/ similar causal effect

relations (if available)

c) Transfer and/ or adapt previous findings and implement into your studies


Slide 41


Example:

1. Definition of key terms

„’global’ – a perception that can be formed only if consumers believe the brand is

marketed in multiple countries and is generally recognized as global in these countries.”

2. Theory

[not included]



Slide 42

Perceived Brand

Globalness

Brand Local Icon Value

Perceived Brand Quality

Brand

prestige

Brand Purchase Likelihood

Consumer Ethno-

centrism

H1

H2, H4

H3 (Belonging-

ness)

H6b

H6a

H5c

H5b

H5a

Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand



Example:


Development of hypotheses:

“Some authors have asserted that consumers may prefer global brands

because of associations of higher prestige (Kapferer, 1997). As Kochan

(1996, xii) notes, ‘the brands most admired…are global brands.’…“

Different types of hypotheses:

a) …can be one-tailed (the direction of the mean difference or the correlation is part of

the hypothesis):

“Ad campaign 1 results in higher sales than ad campaign 2.”

b) … or two-tailed (no assumption about the direction of the mean difference or the

correlation):

“The factor ad campaign has an influence on the sales volume.”

H1: PBG is positively associated with the brand’s perceived prestige.

H2: PBG is positively related to consumer perceptions of brand quality.





Aim:

Presentation of how and wherewith data have been collected and evaluated

Presentation of hypotheses testing

Hints:

Provide all relevant details so that the study could be reproduced

Write as clear and concise as possible

Content:

1. Sample characteristics

Describe and explain the characteristics of your data sample

Detailed survey information concerning: 1) location, 2) time frame, 3) conduct, 4) unit of analysis, 5) frequency, 6) purpose and 7) people involved

Bias tests (common method, non-response, single-respondent)

2. Measurements

Pretest

Adapted or established scales of your hypothesized constructs

Adapted or established scales of your control variables, e.g. age, gender

Reliability and validity testing


Slide 44


Content:

2. Measurement

Measurement table (example)

Further specifications: Scale type (Likert vs. semantic differential), hierarchy of effects,

visual design, applicability of measurement instruments in different groups, verification of scale equivalence, translation-back-translation


Slide 45

Items Construct

Factor

loading

CFA

Indicator

reliability

Construct

reliability

Cronbach‘s

Alpha Source

Item 1

Construct 1

.765 .586

.903 .789

Verhoef/

Langerak/

Donkers

(2007)

Item 2 .842 .709

Item 3 .848 .719

Item 4 .785 .616

Item 5 .790 .623

Goodness of fit statistics: CFI=.926; TLI=.905; RMSEA=.088; ²=804.790; df=164.


Content:

3. Method

Describe and explain the methods you have used

Justifying your choice of methodology

Examination of the assumptions made in your model

4. Results

Aim: Testing of the conceptual framework and control variables

Content: a) Correlation matrix (example)

b) Descriptive statistics c) Hypotheses testing including goodness of fit d) Rival model


Slide 46

Squared correlations between constructs

N=500 1 2 3 4

AVE .65 .70 .69 .77

Construct 1 .65 -

Construct 2 .70 .40 -

Construct 3 .69 .31 .46 -

Construct 4 .77 .35 .56 .24 -


Example:

1. Sample characteristics

“In both countries, respondents were resident women responsible for at least half of the shopping in the household. In the U.S., a survey was mailed to a random sample of households from a leading sampling firm’s list. The response rate was 12% (247/2093).“

2. Measurements

„Steenkamp et al. (1999) reported correlations above 0.95 between this four item scale and the 10-item CETSCALE for Great Britain, Belgium, and Greece.“

3. Method

“To test the hypotheses, structural equation modeling was used.”





Example:

4. Results

“In sum, cross-national invariance of the measures used was supported. The good model fit and the significant and high factor loadings further support the unidimensionality and convergent validity of the constructs (Anderson and Gerbing, 1988).”

“We estimated two plausible rival models. The first rival model specifies the reverse causal direction between prestige/quality and PBG… Second, a model was estimated specifying bidirectional relations between prestige/quality and PBG.”

“Consistent with H1, perceived globalness was found to be positively asso-ciated with brand prestige, both in the U.S.A. (b=0.361, P<0.001) and in Korea (b=0.434, P<0.001).”





Aim: Summary of results and implications for research and practice

Content:

1. Summary and implications

Brief summary of the main results

Interpretation of the expected and unexpected results

Response to the initially stated research questions

Discussion of the results with previous research

Derivation of theoretical and empirical implications for research

Derivation of implications for practice

2. Limitations and further research

In which way is your study restricted? Which problems cannot be solved?

How can your restrictions and problems be solved through further research?

5. Discussion

Slide 49


Example:

Summary and implications

“This study expands our understanding of consumer preference for global brands. Three pathways through which PBG influences consumers’ purchase likelihood were hypothesized.“

„Contributions of this study… A global branding position will be much more conducive in creating brand value among low-CET consumers.“

„Managerial implications… We find that local firms that firmly position and communicate their brand as icons of the local culture can generate higher brand value.“

5. Discussion




Example:

Limitations of the recent study

„Although we did compare results from two countries with widely differing

cultures, we did not study their cultural differences systematically, nor did we

probe possible reasons (such as differences in risk aversion) for alternative

consumer responses to local versus global brands in the U.S. and Korea.“

Future research

„Future studies should test specific hypotheses concerning the effects of national culture and other country-level drivers on the ways in which PBG creates brand value. If a sufficient number of countries is included, hypotheses concerning specific country drivers can be tested quantitatively.“

5. Discussion



Chair for








4.6 Study design

4


Required Literature

Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003), “How perceived brand

globalness creates brand value”, Journal of International Business Studies, 34(1):

53-65.

Additional Readings

Backhaus et al. (2011), „Multivariate Analysemethoden“, 13h ed., Springer.

Hair et al. (2010), „Multivariate Data Analysis“, 7th ed., Pearson.

Field, A. (2011), „Discovering Statistics using SPSS“, 4th ed., Sage.

Slide 53


Perceived

brand

globalness

Brand

purchase

likelihood

Slide 54

What is the problem?

How do I analyze the problem?

Branding effects


Objectives

Find a research question.

Find the right data source and method to analyze the research

question.


Research question

Criteria for a good research question

Relevant

Able to solve a problem

New/unique

Interesting

Feasible

Slide 56

„Given this unresolved debate, there is clearly a need to investigate whether

consumers prefer global brands and, if they do, the reasons (perceived

higher quality, higher prestige, etc.) that underlie such a preference. (…)

The questions of interest here are whether consumer perceptions of brand

globalness affect purchase likelihood, why (i.e., through which pathways),

and for whom (i.e., are there moderating factors?).“

(Steenkamp/Batra/Alden 2003, p. 53)


Multiple

Regression

and Conjoint

MANOVA

and

Canonical

Canonical

Correlation,

Dummy

Variables

Metric Nonmetric Metric Nonmetric

Discriminant

Analysis

and Logit

Metric Nonmetric

Factor

Analysis

Cluster

Analysis Nonmetric

MDS and

Correspon-

dence

Analysis

SEM CFA

Several

Dependent

Variables

One

Dependent

Variable

Metric

MDS

Multivariate

Methods

Dependence

Methods

Interdependence

Methods

Multiple

Relationships -

Structural

Equations

Selecting the correct multivariate

method

Slide 57

Chair for








4.6 Study design

4


Perceived

brand

globalness

Brand

purchase

likelihood

Slide 59

Where do I get the data from?

What do I do with empirical data?

Why are the results distorted?

What are the „real“ results?

Where do I start???

Branding Effects

Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda Objectives

Get data.

Deal with missing data.

Deal with outliers.

Describe data.


Table of content:

0. Abstract

1. Introduction



3.1 Basic definitions

3.2 Theory



4.1 Sample characteristics

4.2 Measurements

4.3 Method

4.4 Results

5. Discussion

Structure of a journal paper

Slide 61


Sources of data

Primary vs. secondary research

Quantitative vs. qualitative research

Slide 62

Qualitative research Quantitative research

Inductive Deductive

Subjective Objective

Impressionistic Conclusive

Holistic, interdependent system Independent and dependent variables

Purposeful, key informants Random, probabilistic sample

Not focussed on generalization Focussed on generalization

Aims at understanding new perspectives Aims at truth, scientific acceptance

Case studies, content and pattern analysis Statisitical analysis

Focus on words Focus on numbers


Missing data

Missing Data = information not available for a subject (or case) about

whom other information is available. Typically occurs when respondent

fails to answer one or more questions in a survey.

Systematic?

Random?

Researcher’s Concern = to identify the patterns and relationships

underlying the missing data in order to maintain as close as possible to

the original distribution of values when any remedy is applied.

Impact . . .

Reduces sample size available for analysis.

Can distort results.

Strategies for handling missing data . . .

use observations with complete data only;

delete case(s) and/or variable(s);

estimate missing values (EM, Multiple imputation procedures)

Slide 63


Outlier

Outlier = an observation/response with a unique combination of

characteristics identifiable as distinctly different from the other obs.

Issue: “Is the observation/response representative of the population?”

Why do outliers occur?

Procedural Error.

Extraordinary Event.

Extraordinary Observations.

Observations unique in their

combination of values.

Dealing with outliers

Identify outliers.

Standardize data, identify outliers in terms of number of standard deviations.

Examine data graphically.

Describe outliers.

Delete or Retain?

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Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda SPSS and descriptive statistics

Descriptive statistics help to understand the sample under consideration

They can allow the reader or researcher to assess e.g.:

How representative or generalizable the results are

If biases might occur, e.g. due to an unbalanced sample

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Female Male Total

Age n % n % n %

15 – 24 14 7,9 42 13,0 56 11,2

25 – 49 146 82,5 196 60,7 222 68,4

50 – 64 17 9,6 85 26,3 102 20,4

Total 177 35,4 323 64,6 500 100,0

Mean (Age) 34,82 37,82 36,76


Bias

Bias is a term which refers to how far the average statistic lies from the

parameter it is estimating, that is, the error which arises when estimating

a population parameter.

Bias often results in systematically over- or under-estimating parameters.

Errors from chance will cancel each other out in the long run, those from bias

will not.

Non-response bias, common method bias, single informant bias

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Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda Room change!

Please note:

The following sessions will be held in the PC lab (C106d)

01.12.2015

08.12.2015

15.12.2015

16.12.2015 (14 – 18 Uhr)

Slide 67

Documents

INTERNATIONALES MARKENMANAGEMENT...Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda Most of the international marketing journals are available online Working