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Showing posts with the label social research

Using Customer Profiles to Enhance Service and Product Marketing

Customers are the lifeblood of any business. Understanding the unique and rich data that comes from their core customer base helps in creating services that truly meet the needs of those customers as well as marketing the most relevant programs to the most interested parties. It creates a higher level of sales and satisfaction spurred by the interconnectivity of customers and the organization. The customer’s needs are better fulfilled with the offering of products and services they are actually interested in. Precisely how this is done is a process that can be learned and adapted. With the advancement of the Internet and e-commerce the use of social research to understand customer behavior becomes possible. With the increase in customer data it is possible to create greater data mining and clustering of customer profiles to understand buying patterns and behaviors (Prasad & Malik, 2011). It is through the development of higher levels of data analysis that services can becom

Scale Development: Theory and Applications

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The book Scale Development Theory and Applications by Robert Devellis provides a strong overview of the creation and development of survey scales for applied social research. He uses simple language with illustrations to make the complex statistical process as easy to understand as possible. It will help researchers develop surveys instruments that do not confound variables and create improper results. One of the more difficult things that researchers face is developing their own survey instrument. Certainly, a person can build a list of questions but these questions may confound variables making the results useless. When possible it is almost always better to use preexisting validated surveys that do not require much work. Unfortunately, for a large percentage of unique problems one has to start the daunting task of building their own. The book will move through an introductory background of measurement research and how important it has been throughout history. Duncan states i

A Current Study: An Evaluation of the CEIS Study

Purpose/Significance Dr Andree Swanson and Dr Paula Zobisch, research partners, are conducting a qualitative study is to evaluate the CEIS as a predictor of emotional intelligence in consumers.   The researchers believe that current measurement of Emotional Intelligence is not an accurate predictor of consumer behavior.   Kidwell developed the Consumer Emotional Intelligence Scale (CEIS) to determine consumer emotional intelligence in place of using the Mayer-Salovey-Caruso Emotional Intelligence Test (MSCEIT) (Kidwell, Hardesty, and Childers (2008a).   The qualitative study will seek consumers and marketing professionals over 18 years of age who were recruited through social media to evaluate the accuracy/effectiveness of the CEIS.   Significance Statement The significance of this study is that impulse buying, in its extreme, can cause financial hardship.   Kidwell, Hardesty, and Childers (2008a) designed an instrument to measure the effect of emotions on consumer buying