Competition Analysis in Marketing Using Rank Ordered Data

Decker R, Hermelbracht A. Competition Analysis in Marketing Using Rank Ordered Data. In: Baier D, Wernecke K-D, eds. Innovations in Classification, Data Science, and Information Systems. Berlin: Springer; 2005: 313-321.A new approach to evaluate competition between different representatives of a product category using individual rankings is introduced. The approach is based on the principle of ordinal regression and focusses on the determination of the sources of existing market shares. To account for this the success of a particular product is put down to the consumer perception of relevant attributes. The functionality of our approach is demonstrated by applying it to an empirical data set from car industry

Application of the Conjoint Analysis as a Marketing Research Tool for the Development and Control of Future Academic Library Services: The ProSeBiCA-Project

Hermelbracht A, Senst E. Application of the Conjoint Analysis as a Marketing Research Tool for the Development and Control of Future Academic Library Services: The ProSeBiCA-Project. In: Gupta DK, Koontz C, Massísimo À, Savard R, eds. Marketing in Library and Information Services: International Perspectives. München: Saur; 2006: 300-312