Essays on Customization Applications in Marketing

Feray Adiguzel

Research output: ThesisThesis fully internal (DIV)

1916 Downloads (Pure)

Abstract

The primary objective of this thesis is to develop and validate new methodologies to improve the collection of data and the effectiveness of promotion customization. This thesis contains two essays. In these essays, we search for optimal combinations of components of questionnaires to design split questionnaires and product categories to offer promotions. The first essay deals with how to improve collection of data. We focus on split questionnaires to collect data instead of using the more typical long questionnaires (i.e. more than 20 minutes) in marketing. In split questionnaires, different respondents respond different parts of the questionnaire. After generating different split questionnaires and administrating them to respondents, we impute data for the missing parts using the other people’s responses to those missing parts. In the end, we obtain almost the same information with split questionnaires as with complete questionnaires, but in a shorter time with less cost and obtaining better quality responses (less item nonresponse, higher response and more accurate responses). The second essay is a cross-category promotion customization problem. Currently, many multicategory models are restricted to a smaller number of categories, and the main purpose in these studies is to understand any type of demand relationship across product categories. Retailers can use cross-category relatedness for delivery of point-of-purchase materials, cross-category coupons, creative store layout, and online feature ad design. Based on previous purchases of customers, we model customers’ decision of which categories to purchase and how much to spend and later search for the optimal categories to promote.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • University of Groningen
Supervisors/Advisors
  • Wedel, Michel, Supervisor
Award date19-Jun-2006
Publisher
Print ISBNs90-5335-089-6
Publication statusPublished - 2006

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