عنوان

Introduction to Mathematical Models in Market and Opinion Research :

940103396X

9789401033961

b594518

Introduction to Mathematical Models in Market and Opinion Research :

[Book]

With Practical Applications, Computing Procedures, and Estimates of Computing Requirements

by Theodor Harder.

Dordrecht

Springer Netherlands

1969

(204 pages)

International studies in economics and econometrics, 1.

I/Advertising Media Calculations --; 1. Introduction --; 2. Media Selection based on Reach --; 3. Cost Analysis --; 4. Utilization of the Selected Media --; 5. Selection and Utilization of Media in a Single Step --; 6. Multiple Utilization of a Medium --; 7. Cumulation of Reach using Several Media --; 8. Forecasting Cumulation --; II/Elementary Forecasting Calculations --; 1. Introduction --; 2. Linear, Static Forecasts, with an Example --; 3. Computation of Regression Coefficients --; 4. Computing Requirements --; 5. Forecasts, using Time Functions --; 6. Difference Equations (applied as an Example to Election Forecasting) --; 7. Markov Chains --; 8. Application of Markov Chains to the Case of Competition between Brand Name Products --; 9. Non-Stationary Markov Chains --; 10. Concluding Remarks on Forecasting --; III/Factor Analysis --; 1. Introduction --; 2. Metric Problems --; 3. Characteristics of Results of Factor Analysis and Factor Forecasting --; 4. Computational Procedures of Factor Analysis --; 5. Calculation Requirements --; 6. Method of Computation and Computing Requirements of Semantic Distance --; IV/Market Models --; 1. Present Practices and Problems in Data Collection --; 2. Essential Nature of Market Models (Autonomy of Indicators or Model Dependency) --; 3. Image Aspects --; 4. A Psychological-Economic Market Model --; 5. Introduction to the Economic Aspects of Models --; 6. The Psychological Market Model as a Special Variant of an Economic Market Model --; 7. Problems Inherent in a Market Model.

In the introduction to his book Dr. Harder has very clearly described its purpose and organization. I only want to add for the English-speaking reader a few words on the place the present text is likely to have in the cur­ rent literature. At first Dr. Harder's undertaking might come as a surprise. Only a few years ago, Zeisel's Say it with Figures gave the market research practi­ tioner some ideas of how simple figures and tables could be successfully employed; Langhoff's publication for the American Marketing Associa­ tion presented some pertinent mathematical models in the most elemen­ tary form; why should a German author believe he can already introduce us to serious mathematical procedures for use in product management and advertising? After reading the book, incredulity turns into pleasure because of the skill with which the author has pursued his task. As a matter of fact, the book can serve two audiences who at first glance might appear to have quite opposing interests. For the mathematically trained market re­ searcher, the book has the marked advantage of combining a variety of ap­ proaches not ordinarily mixed in one volume. If the market researcher be­ gan as an economist he is already familiar with difference equations and time series analysis; if he moved in from psychology, he is already ac­ quainted with factor analysis. But as he reads this book, he finds the two worlds well integrated.

Economics.

by Theodor Harder.

Theodor Harder

[Book]

Y