1. Forecasting the primary demand for a beer brand using time series analysisDanjel Bratina, Armand Faganel, 2008, izvirni znanstveni članek Opis: Market research often uses data (i.e. marketing mix variables) that is equally spaced over time. Time series theory is perfectly suited to study this phenomena's dependency on time. It is used for forecasting and causality analysis, but their greatest strength is in studying the impact of a discrete event in time, which makes it a powerful tool for marketers. This article introduces the basic concepts behind time series theory and illustrates its current application in marketing research. We use time series analysis to forecast the demand for beer on the Slovenian market using scanner data from two major retail stores. Before our analysis, only broader time spans have been used to perform time series analysis (weekly, monthly, quarterly or yearly data). In our study we analyse daily data, which is supposed to carry a lot of ‘noise’. We show that - even with noise carrying data - a better model can be computed using time series forecasting, explaining much more variance compared to regular regression. Our analysis also confirms the effect of short term sales promotions on beer demand, which is in conformity with other studies in this field.
Ključne besede: market research, time series forecasting, beer demand
Objavljeno v DKUM: 30.11.2017; Ogledov: 1235; Prenosov: 367
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4. Financial Times marketing casebookLevela Rickard, Kit Jackson, 2000, učbenik za višje in visoke šole Ključne besede: consumerism, customer, consumer psychology, communication, market analysis, segmentation, marketing research, market structure, marketing, strategic planning, advertising, sale, sales promotion, personal selling, direct marketing, international business, international marketing, internet, computer networks, international business operation, market mechanism, textbooks, cases, case study
Objavljeno v DKUM: 01.06.2012; Ogledov: 2153; Prenosov: 67
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5. Corporate strategyRichard L. Lynch, 2000, učbenik za višje in visoke šole Ključne besede: corporations, business strategy, business environment, enterprises, goal, target, market research, competition, analysis, analysis of business operation, consumer, human capital, human potential, operations management, leadership, ethics, knowledge, technology, innovations, strategic management, strategic planning, textbooks, cases, case study
Objavljeno v DKUM: 01.06.2012; Ogledov: 3543; Prenosov: 70
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6. Marketing across culturesJean-Claude Usunier, 2000, učbenik za višje in visoke šole Ključne besede: marketing, convergence, international marketing, globalization, market, integration, consumption, local communities, regional economics, consumer, culture, dynamic systems, time, space, interactions, behavior, intercultural communication, decision, product policy, managing, relativism, variables, business environment, distribution, sales promotion, personal selling, business communication, international exchange, relationship marketing, market research, public relations, bargaining, textbooks, case study
Objavljeno v DKUM: 01.06.2012; Ogledov: 3153; Prenosov: 137
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7. Data disk to accompany Marketing research : a problem-solving approachSeymour Sudman, Edward BlairKljučne besede: computer disk, data disc, computer application, marketing, market research, market analysis, problem solving, data, sampling, data base, information systems, information sources, questionnaires, analysis, Internet, computer networks, new products, development, TQM, problem solving
Objavljeno v DKUM: 01.06.2012; Ogledov: 2116; Prenosov: 40
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8. Marketing research : a problem-solving approachSeymour Sudman, Edward Blair, 1998, učbenik za višje in visoke šole Ključne besede: marketing, market research, market analysis, problem solving, data, sampling, data base, information systems, information sources, questionnaires, analysis, ethics, Internet, computer networks, new products, development, TQM, problem solving
Objavljeno v DKUM: 01.06.2012; Ogledov: 3078; Prenosov: 84
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