internationales markenmanagement...trier university marketing & retailing prof. dr. prof. h.c....
TRANSCRIPT
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
4th exercise Master study WS 2015/2016
Specialization: Handel und Internationales Marketing-Management
Module: Retail Management und International Branding
INTERNATIONALES
MARKENMANAGEMENT
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Structure of scientific research in marketing
4.1 Introduction to scientific research
4.2 Research methods & primary/secondary data
4.3 Students’ presentation
4.4 Construction & design of empirical survey studies
4.5 Multivariate Data Analysis – Basics
4.6 Study design
4
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Search engines for academic research
Information retrieval in practice
Ranking of international scientific journals
In Detail…
Slide 3
Objectives
Know how to find the relevant
information for academic research
Understand the function and
usage of journal rankings in
scientific research
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Literatur
Falls Sie Teile von Übung 4 nachlesen wollen (Chapter 14)
Keller, K. L. (2008), “Strategic Brand Management: Building, Measuring, and
Managing Brand Equity”, 3rd ed., Pearson: Upper Saddle River, NJ.
Pflichtartikel (relevant in dieser Übung)
Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003), “How perceived brand
globalness creates brand value”, Journal of International Business Studies, 34(1):
53-65.
Slide 4
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Electronic journal library (EZB)
Get access to the EZB (Elektronische Zeitschriftenbibliothek)
Download and install VPN-Client
http://www.uni-trier.de/index.php?id=30830
In addition: Installation of Citrix®ICA® Client is required
http://www.uni-trier.de/index.php?id=4012
Slide 5
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Library of Trier University
Follow the path to find relevant books
Bibliothek → TRI-KAT → Erweiterte Suche
If certain books are not available at the library of Trier University, you can
order them by using inter-library loans
http://www.uni-trier.de/index.php?id=7490
If you are not sure, whether the book exists, check for availability by using
the Karlsruhe Virtual Catalogue (KVK)
KVK is a meta search interface which allows you to access library and book
trade catalogues worldwide
KVK lists more than 100 million titles
http://www.ubka.uni-karlsruhe.de/kvk.html
Slide 6
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Most of the international marketing journals are available online
Working with high-quality literature is a precondition for good academic
research, e.g. master thesis, dissertation
Therefore use as much high-quality literature as possible
Cite journals ranked A+, A, B or C
Overall, the likelihood of finding good literature is much higher in better ranked
journals
Ranking of international scientific
journals (I)
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Ranking of international scientific
journals (II)
Marketing Retail/ Service Consumer research International business
Journal of Marketing (A+) Journal of Service
Research (A)
Journal of Consumer
Research (A+)
Journal of International
Business Studies (A)
Journal of Marketing
Research (A+) Journal of Retailing (A)
Journal of Applied
Psychology (A)
Journal of International
Management (B)
Marketing Science (A+)
Manufacturing and
Service Operations
Management
(B) Multivariate Behavioral
Research (B)
Journal of International
Marketing (B)
Journal of the Academy
of Marketing Science (A+)
International Journal of
Service Technology and
Management
(C) Journal of Consumer
Psychology (B)
Journal of World
Business (B)
International Journal of
Research in Marketing (A)
Journal of Service
Management (C)
Journal of Behavioral
Decision Making (B)
European Financial
Management (B)
Journal of Product
Innovation Management (A)
Journal of Retailing and
Consumer Services (C)
Psychology and
Marketing (B)
International Economic
Review (B)
Marketing Letters (B)
International Journal of
Services and Operations
Management
(C) NeuroPsycho
Economics (C)
International Business
Review (B)
Journal of International
Marketing (B) Managing Service Quality (C)
Journal of Consumer
Behaviour (C)
Journal of International
Accounting Research (B)
Marketing-ZfP (C)
International Journal of
Retail and Distribution
Management
(D) Advances in Consumer
Research (C)
Journal of International
Money and Finance (B)
Marketing Theory (C) European Retail Research (-) Journal of Consumer
Policy (D)
Management International
Review MIR (C)
Slide 8
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Academics‘ perceptions of marketing journals
„In fact, Davis (1980) noted that the faculty publication record is often
viewed as the only real measure of performance. … Such recognition can
serve to motivate scholarly activity and increase future contributions“
(Journal of Marketing Education 1997)
Ranking of international scientific
journals (III)
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Verband der Hochschullehrer für Betriebswirtschaft e.V. (VHB)
VHB journal ranking
German professors and academics
http://vhbonline.org/service/jourqual/jq2/total/
Handelsblatt journal ranking
For business administration
http://www.handelsblatt.com/politik/oekonomie/bwl-ranking/-bwl-ranking-2012-
bwl-ranking-2012-methodik-und-zeitschriftenliste/6758368.html
Academy of marketing science (AMS)
AMS ranking of marketing journals
Michigan State University
http://www.ams-web.org/displaycommon.cfm?an=1&subarticlenbr=10
Ranking of international scientific
journals (IV)
Slide 10
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Ranking of international scientific
journals (V)
VHB Ranking:
Slide 11
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Keyword search
http://scholar.google.de
Slide 12
Search engines: Google Scholar (I)
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Search engines: Google Scholar (II)
Slide 13
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Business Source Premier via EBSCO host
http://web.ebscohost.com/ehost/search/selectdb?sid=b42077cc-1f65-4005-
bf75-c2490e9cf24d%40sessionmgr11&vid=1&hid=19
Search Engines: Business Source
Premier (I)
Slide 14
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Every source includes further relevant sources – but only up to the date of
publication.
Use EBSCO’s “cited by-option” by entering name, source and year into
the search mask
Search Engines: Business Source
Premier (II)
Slide 15
2. Check results:
title & citations
1. Enter details
3. Choose relevant
articles
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Relevant databases
Worldwide databases for academic research
German database information system (DBIS) provides a broad overview of
databases available
http://rzblx10.uni-
regensburg.de/dbinfo/suche.phtml?lett=f&bib_id=ub_hro&colors=31&gebiete=28
Several data sets are freely accessible
Crucial secondary data sets, e.g. Nationmaster
Search Engines
Slide 16
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
General search tips
Keyword search → Google scholar
Direct connection to “UBT Volltext”
Citation data can directly be transferred through “Import into RefMan”
Backward literature search through “Cited by”
One for the topic appropriate study represents a good starting point for
further literature search
In case of unavailability of journal literature:
1. Possibility: journal print version in library (search via BIB-KAT for journal
name)
2. Possibility: Inter-lending
Examination of literature in a constructive and critical way
Distinction between high and low qualitative literature
Slide 17
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Systematic collection of relevant
literature (I)
Example:
Morschett/Schramm-Klein/Swoboda (2010): “Decades of research on
market entry modes: What do we really know about external antecedents
of entry mode choice?“, Journal of International Management, Vol. 16,
No. 1, p. 60-77.
Rules:
Identify and collect all relevant studies for a specific research question.
Have the broadest possible database in order to avoid biased results.
Slide 18
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Systematic collection of relevant
literature (II)
Procedural method:
Systematic search of the literature database „Business Source Premier“
Analysis of published reviews and/or table of contents of several Journals up
to the last 35 years
Investigated Journals:
Journal of International Business Studies
Journal of International Management
International Business Research
Journal of Business Research
Management International Review
Literature basis: 72 studies
Slide 19
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Structure of scientific research in marketing
4.1 Introduction to scientific research
4.2 Research methods & primary/secondary data
4.3 Students’ presentation
4.4 Construction & design of empirical survey studies
4.5 Multivariate Data Analysis – Basics
4.6 Study design
4
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Different types of empirical studies
Primary data
Secondary data
In Detail…
Slide 21
Objectives
Knowing the different kinds of
empirical studies and their goals
Understanding the advantages
and disadvantages of the use of
primary and/or secondary data
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Starting Point
Goals
Explorative
Analysis
Little knowledge about a certain
topic or problem
No hypotheses beforehand
Derivation of hypotheses
Detection of alternatives
Identification of relevant variables
Descriptive
Analysis
Structure of problem is known
Existence of hypotheses
Verification of hypotheses
No tests of causal relationships
Description of structures
Causal
Analysis
Hypotheses about causal
relationships of variables
Tests of causal relationships
Practical implications and benefits
Slide 22
Scientific research (I)
Empirical studies in academic disciplines:
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Empirical studies in academic disciplines
Scientific research (II)
Slide 23
Exploratory analysis
Derivation of hypotheses
Expedient?
Confirmatory analysis
Verification of hypo-theses
True?
Practical implemen-
tation
Social impacts
Benefit?
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Scientific research (III)
Ad
va
nta
ge
s
Slide 24
Secondary Data
Ch
ara
cte
risti
cs
Data never gathered before
Usually collected after secondary data is
collected
Collected previously, by another researcher
or research institution
Usually for another purpose, than the one of
the study it is used for
Primary Data
Find the data you need to suit your purpose
Specific insights which are not possible to
obtain by secondary data such as personal
opinion
Quicker to obtain and less cost intensive
More accurate and objective
Suitable for investigating historical development
through contemporaneously documented data
Dis
ad
va
nta
ges
Usually more costly and time consuming
than collecting secondary data
Methodological problems such as non-
response and common method bias
Subjectivity of the respondent
Difficult for investigating of historical
developments
No control over data collection and accuracy
Several research questions cannot be
answered appropriately by secondary data,
such as personal opinions
Different sources report different values for a
given statistic because of differences in the
way the unit is defined
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Types of primary data
Demographic/ Socioeconomic
Examples: Age, gender, income, marital status, occupation
Psychological/ Lifestyle
Examples: Activities, interests, personality traits
Attitudes/ Opinions
Examples: Preferences, views, feelings, inclinations
Awareness/ Knowledge
Examples: Facts about product, features, price, uses
Intention
Examples: Planned or anticipated behavior
Motivations
Why do people buy?
Examples: Needs, wants, wishes, ideal-self
Behavior
Examples: Purchase, use, timing, traffic flow
Scientific research (IV)
Slide 25
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Types of secondary data
Demographic/ Socioeconomic
Examples: Age, gender, income, marital status, occupation
Psychological/ Lifestyle
Examples: Activities, interests, personality traits
Attitudes/ Opinions
Examples: Preferences, views, feelings, inclinations
Awareness/ Knowledge
Examples: Facts about product, features, price, uses
Intention
Examples: Planned or anticipated behavior
Motivations
Why do people buy?
Examples: Needs, wants, wishes, ideal-self
Behavior
Examples: Purchase, use, timing, traffic flow
Scientific research (VI)
Slide 26
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Structure of scientific research in marketing
4.1 Introduction to scientific research
4.2 Research methods & primary/secondary data
4.3 Students’ presentation
4.4 Construction & design of empirical survey studies
4.5 Multivariate Data Analysis – Basics
4.6 Study design
4
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Structure of scientific research in marketing
4.1 Introduction to scientific research
4.2 Research methods & primary/secondary data
4.3 Students’ presentation
4.4 Construction & design of empirical survey studies
4.5 Multivariate Data Analysis – Basics
4.6 Study design
4
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Structure of empirical research papers
Example:
Steenkamp/ Batra/ Alden (2003)
In Detail…
Slide 29
Objectives
Sophisticated understanding of the
structure of academic papers in
international marketing research
Ability to adapt recent knowledge
for own marketing research
projects, e.g. master thesis
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Table of content:
0. Abstract
1. Introduction
2. Literature review
3. Conceptualization and hypotheses
3.1 Basic definitions
3.2 Theory
3.3 Hypotheses development
4. Empirical analysis
4.1 Sample characteristics
4.2 Measurements
4.3 Method
4.4 Results
5. Discussion
Structure of a journal paper (I)
Slide 30
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
How perceived brand globalness creates brand value
(Steenkamp/Batra/Alden 2003)
Structure of a journal paper (II)
Steenkamp/Batra/Alden (2003)
Slide 31
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Table of contents:
Abstract
1. Introduction
2. Research hypotheses
2.1 Pathway through which perceived brand
globalness affects purchase likelihood
2.2 Brands as icons of local culture
2.3 Moderating role of consumer ethnocentrism
2.4 Covariates
3. Method
3.1 Procedure
3.2 Measures
4. Results
4.1 Cross-national measurement validation
4.2 Test of hypotheses
4.2.1 Rival models
4.2.2 Main effects
4.2.3 Moderating effects of CET
5. Discussion
5.1 Contribution of this study
5.2 Managerial implications
6. Limitations and future research
Structure of a journal paper (III)
Steenkamp/Batra/Alden (2003)
Slide 32
Table of contents for scientific BA and MA-theses at the
chair for Marketing and Retailing at Trier University:
0. Abstract
1. Introduction (Focus, Research-Gap, Research
Question/how to close gaps, Contribution, Structure)
2. Conceptualization and hypotheses development
2.1 Definitions/Framework
2.2 Theory
2.3 Hypotheses development
2.4 Further hypotheses development
3. Empirical Study
3.1 Sample design
3.2 Measures
3.3 Method
4. Results
4.1 Descriptive results
4.2 Test of hypotheses
4.2.1 Rival models
4.2.2 Hypothesized effects
4.2.3 maybe further hypothesized effects
5. Discussion
5.1 Theoretical implications (guided by research Q)
5.2 Managerial implications
6. Limitations and future research
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Content:
1. What is the focus/topic of the study? (1/2~1 sentence)
2. What is the practical and theoretical relevance? (1~2 sentences)
3. What is the data sample and research method? (1/2~1 sentence)
4. What are the core findings for research and management? (1~2 sentences)
Form:
Usually100 to 150 words
Language: English is a must
0. Abstract
Slide 33
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Example:
1. Focus/topic of your study
“…understand why some consumers prefer global brands to local brands.”
2. Theoretical and practical relevance
“…perceived brand globalness (PBG) influences the likelihood of brand
purchase.”
3. Research method used in your paper
SEM as well-known method
4. Briefly describe your data sample
“Using consumer data from the U.S.A. and Korea,…”
5. Core findings relevant for marketing research and practice
“The effect through perceived quality is strongest. PBG effects are weaker for
more ethnocentric consumers.“
0. Abstract
Slide 34 Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand
value. Journal of International Business Studies, 34(1): 53-65.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Aim:
Positioning of the paper and brief prospect
Motivation and contribution of the study
Linguistically:
Clearly written so that the reader already knows what the study deals with
strong and provocative language to catch reader’s attention
Hints:
Secondary data might be helpful to emphasize the importance of your topic
Use literature that is central to your study
1. Introduction
Slide 35
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Content:
1. Topic/ focus of your study
Describe/explain the importance of the topic for research and practice
2. Research gap
Briefly describe and explain the core reference literature (e.g., top 5 studies) you have
used to identify the gap in recent academic research
Presentation of shortcomings of previous research
Derivation of your research questions
3. Fill in the gap
Describe and explain the employed theory, methodology and data sample for filling in
the research gap
4. Relevance
Theoretical and empirical contribution for academic research
Managerial contribution
5. Structure of your study
Short road-map: Describe your approach to answer the research question
Slide 36
1. Introduction
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Example:
1. Topic/focus of your study
“Many multinational corporations today are altering their brand portfolios in
favor of global brands. For example, both Procter & Gamble (P&G) and
Unilever…“
2. Research gap
“Given this unresolved debate, there is clearly a need to investigate whether
consumers prefer global brands and, if they do, the reasons (perceived higher
quality, higher prestige, etc.) that underlie such a preference.“
3. Fill in the gap
“In investigating the factors that may predict a preference for global brands over
local brands, we hypothesize three pathways through which PBG creates
additional brand value….”
4. Relevance
“Several reasons are offered for moves toward global brands.”
1. Introduction
Slide 37 Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand
value. Journal of International Business Studies, 34(1): 53-65.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Example:
5. Structure of your study
„…three pathways through which PBG creates additional brand value. Two of
these pathways are posited to occur indirectly through the quality and prestige
associations of PBG. The third pathway involves the direct effect of PBG on
brand value. We focus on the consumer’s likelihood of purchasing the brand as
our measure of brand value or utility (Aaker, 1991). We therefore test the
relative influences of quality, prestige and PBG per se on purchase likelihood.
We also test a potential ‘offsetting’ strategy that local brands can pursue –
positioning the brand as a local ‘icon’ of the country in question. In addition to
examining these main effect relationships, we also study the moderating role of
a key individual-difference variable: consumer ethnocentrism.“
1. Introduction
Slide 38 Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand
value. Journal of International Business Studies, 34(1): 53-65.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Aim:
Overview of previous findings
Identification of shortcomings
Scope: Everything what is relevant for the focus of the study
Content:
Tabular presentation:
Short description of each study (aim, theoretical and methodological approach, core
contribution and limitation of the study)
Constructive-critical analysis
2. Literature review
Slide 39
Authors/
year/
journal
Research
question
Theory/
framework
Empirical
basis/ sector/
method
Core results
Verhoef/
Langerak/
Donkers
(2007)/
(JR)
Investigati
on of
brand and
dealer
retention
Theory of
consumpti
on
systems
according
to Mittal et
al. (2009)
Primary data/
consumers
that privately
bought a car in
a certain
timeframe/
econometric
model, nested
logti model
(n=1,640)
Dealers selling volume brands are able to improve brand retention rates. In
contrast, dealers of prestige and economy brands are unable to affect brand
retention.
In line with the notion of brand-dealer fit they also find that the effects of dealer
extrinsic service quality and dealer payment equity on dealer retention differ
between prestige, volume, and economy brands.
Extrinsic dealer service quality has the smallest effect for dealers selling
economy brands, while dealer payment equity is the most important determinant
of dealer retention for these dealers.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Aim: Framework for solving the initially stated research questions
Content:
1. Definition of key terms
Setting the contextual background
Definitions favorably from in A or B ranked international journals
Important: Several definitions have to discriminate each other
2. Theory
Aim: Justification for the use of constructs and/or explanation of relationships
Content: 1) history (short), 2) assumptions, 3) central elements, 4) core statements, 5)
empirical study (if available), 6) critical appreciation (advantages/ new insights vs.
disadvantages/ limitations)
Hints:
a) Describe and explain the selected theories used in general in this research
stream
b) Explain why certain theories/ concepts are used in your paper
c) Explaining the causal effect relations
3. Conceptualization and hypotheses
Slide 40
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Content:
3. Conceptual framework and hypotheses development
Aim: Setting the conceptual framework for your empirical study
Content:
a) Deduction of your hypotheses on the basis of the previously presented
theory and empirical studies
b) Schematic illustration
c) Control variables have not necessarily to be included
Hints:
a) Argumentation for/ against certain causal effect relations
b) Analyze previous studies, which examined the same/ similar causal effect
relations (if available)
c) Transfer and/ or adapt previous findings and implement into your studies
3. Conceptualization and hypotheses
Slide 41
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Example:
1. Definition of key terms
„’global’ – a perception that can be formed only if consumers believe the brand is
marketed in multiple countries and is generally recognized as global in these countries.”
2. Theory
[not included]
3. Conceptual framework and hypotheses development
3. Conceptualization and hypotheses
Slide 42
Perceived Brand
Globalness
Brand Local Icon Value
Perceived Brand Quality
Brand
prestige
Brand Purchase Likelihood
Consumer Ethno-
centrism
H1
H2, H4
H3 (Belonging-
ness)
H6b
H6a
H5c
H5b
H5a
Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand
value. Journal of International Business Studies, 34(1): 53-65.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Example:
3. Conceptual framework and hypotheses development
Development of hypotheses:
“Some authors have asserted that consumers may prefer global brands
because of associations of higher prestige (Kapferer, 1997). As Kochan
(1996, xii) notes, ‘the brands most admired…are global brands.’…“
Different types of hypotheses:
a) …can be one-tailed (the direction of the mean difference or the correlation is part of
the hypothesis):
“Ad campaign 1 results in higher sales than ad campaign 2.”
b) … or two-tailed (no assumption about the direction of the mean difference or the
correlation):
“The factor ad campaign has an influence on the sales volume.”
H1: PBG is positively associated with the brand’s perceived prestige.
H2: PBG is positively related to consumer perceptions of brand quality.
3. Conceptualization and hypotheses
Slide 43 Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand
value. Journal of International Business Studies, 34(1): 53-65.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Aim:
Presentation of how and wherewith data have been collected and evaluated
Presentation of hypotheses testing
Hints:
Provide all relevant details so that the study could be reproduced
Write as clear and concise as possible
Content:
1. Sample characteristics
Describe and explain the characteristics of your data sample
Detailed survey information concerning: 1) location, 2) time frame, 3) conduct, 4) unit of analysis, 5) frequency, 6) purpose and 7) people involved
Bias tests (common method, non-response, single-respondent)
2. Measurements
Pretest
Adapted or established scales of your hypothesized constructs
Adapted or established scales of your control variables, e.g. age, gender
Reliability and validity testing
4. Empirical analysis
Slide 44
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Content:
2. Measurement
Measurement table (example)
Further specifications: Scale type (Likert vs. semantic differential), hierarchy of effects,
visual design, applicability of measurement instruments in different groups, verification of scale equivalence, translation-back-translation
4. Empirical analysis
Slide 45
Items Construct
Factor
loading
CFA
Indicator
reliability
Construct
reliability
Cronbach‘s
Alpha Source
Item 1
Construct 1
.765 .586
.903 .789
Verhoef/
Langerak/
Donkers
(2007)
Item 2 .842 .709
Item 3 .848 .719
Item 4 .785 .616
Item 5 .790 .623
Goodness of fit statistics: CFI=.926; TLI=.905; RMSEA=.088; ²=804.790; df=164.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Content:
3. Method
Describe and explain the methods you have used
Justifying your choice of methodology
Examination of the assumptions made in your model
4. Results
Aim: Testing of the conceptual framework and control variables
Content: a) Correlation matrix (example)
b) Descriptive statistics c) Hypotheses testing including goodness of fit d) Rival model
4. Empirical analysis
Slide 46
Squared correlations between constructs
N=500 1 2 3 4
AVE .65 .70 .69 .77
Construct 1 .65 -
Construct 2 .70 .40 -
Construct 3 .69 .31 .46 -
Construct 4 .77 .35 .56 .24 -
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Example:
1. Sample characteristics
“In both countries, respondents were resident women responsible for at least half of the shopping in the household. In the U.S., a survey was mailed to a random sample of households from a leading sampling firm’s list. The response rate was 12% (247/2093).“
2. Measurements
„Steenkamp et al. (1999) reported correlations above 0.95 between this four item scale and the 10-item CETSCALE for Great Britain, Belgium, and Greece.“
3. Method
“To test the hypotheses, structural equation modeling was used.”
4. Empirical analysis
Slide 47 Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand
value. Journal of International Business Studies, 34(1): 53-65.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Example:
4. Results
“In sum, cross-national invariance of the measures used was supported. The good model fit and the significant and high factor loadings further support the unidimensionality and convergent validity of the constructs (Anderson and Gerbing, 1988).”
“We estimated two plausible rival models. The first rival model specifies the reverse causal direction between prestige/quality and PBG… Second, a model was estimated specifying bidirectional relations between prestige/quality and PBG.”
“Consistent with H1, perceived globalness was found to be positively asso-ciated with brand prestige, both in the U.S.A. (b=0.361, P<0.001) and in Korea (b=0.434, P<0.001).”
4. Empirical analysis
Slide 48 Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand
value. Journal of International Business Studies, 34(1): 53-65.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Aim: Summary of results and implications for research and practice
Content:
1. Summary and implications
Brief summary of the main results
Interpretation of the expected and unexpected results
Response to the initially stated research questions
Discussion of the results with previous research
Derivation of theoretical and empirical implications for research
Derivation of implications for practice
2. Limitations and further research
In which way is your study restricted? Which problems cannot be solved?
How can your restrictions and problems be solved through further research?
5. Discussion
Slide 49
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Example:
Summary and implications
“This study expands our understanding of consumer preference for global brands. Three pathways through which PBG influences consumers’ purchase likelihood were hypothesized.“
„Contributions of this study… A global branding position will be much more conducive in creating brand value among low-CET consumers.“
„Managerial implications… We find that local firms that firmly position and communicate their brand as icons of the local culture can generate higher brand value.“
5. Discussion
Slide 50 Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand
value. Journal of International Business Studies, 34(1): 53-65.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Example:
Limitations of the recent study
„Although we did compare results from two countries with widely differing
cultures, we did not study their cultural differences systematically, nor did we
probe possible reasons (such as differences in risk aversion) for alternative
consumer responses to local versus global brands in the U.S. and Korea.“
Future research
„Future studies should test specific hypotheses concerning the effects of national culture and other country-level drivers on the ways in which PBG creates brand value. If a sufficient number of countries is included, hypotheses concerning specific country drivers can be tested quantitatively.“
5. Discussion
Slide 51 Quelle: Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand
value. Journal of International Business Studies, 34(1): 53-65.
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Structure of scientific research in marketing
4.1 Introduction to scientific research
4.2 Research methods & primary/secondary data
4.3 Students’ presentation
4.4 Construction & design of empirical survey studies
4.5 Multivariate Data Analysis – Basics
4.6 Study design
4
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Required Literature
Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003), “How perceived brand
globalness creates brand value”, Journal of International Business Studies, 34(1):
53-65.
Additional Readings
Backhaus et al. (2011), „Multivariate Analysemethoden“, 13h ed., Springer.
Hair et al. (2010), „Multivariate Data Analysis“, 7th ed., Pearson.
Field, A. (2011), „Discovering Statistics using SPSS“, 4th ed., Sage.
Slide 53
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Perceived
brand
globalness
Brand
purchase
likelihood
Slide 54
What is the problem?
How do I analyze the problem?
Branding effects
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Objectives
Find a research question.
Find the right data source and method to analyze the research
question.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Research question
Criteria for a good research question
Relevant
Able to solve a problem
New/unique
Interesting
Feasible
Slide 56
„Given this unresolved debate, there is clearly a need to investigate whether
consumers prefer global brands and, if they do, the reasons (perceived
higher quality, higher prestige, etc.) that underlie such a preference. (…)
The questions of interest here are whether consumer perceptions of brand
globalness affect purchase likelihood, why (i.e., through which pathways),
and for whom (i.e., are there moderating factors?).“
(Steenkamp/Batra/Alden 2003, p. 53)
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Multiple
Regression
and Conjoint
MANOVA
and
Canonical
Canonical
Correlation,
Dummy
Variables
Metric Nonmetric Metric Nonmetric
Discriminant
Analysis
and Logit
Metric Nonmetric
Factor
Analysis
Cluster
Analysis Nonmetric
MDS and
Correspon-
dence
Analysis
SEM CFA
Several
Dependent
Variables
One
Dependent
Variable
Metric
MDS
Multivariate
Methods
Dependence
Methods
Interdependence
Methods
Multiple
Relationships -
Structural
Equations
Selecting the correct multivariate
method
Slide 57
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Structure of scientific research in marketing
4.1 Introduction to scientific research
4.2 Research methods & primary/secondary data
4.3 Students’ presentation
4.4 Construction & design of empirical survey studies
4.5 Multivariate Data Analysis – Basics
4.6 Study design
4
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Perceived
brand
globalness
Brand
purchase
likelihood
Slide 59
Where do I get the data from?
What do I do with empirical data?
Why are the results distorted?
What are the „real“ results?
Where do I start???
Branding Effects
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda Objectives
Get data.
Deal with missing data.
Deal with outliers.
Describe data.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Table of content:
0. Abstract
1. Introduction
2. Literature review
3. Conceptualization and hypotheses
3.1 Basic definitions
3.2 Theory
3.3 Hypotheses development
4. Empirical analysis
4.1 Sample characteristics
4.2 Measurements
4.3 Method
4.4 Results
5. Discussion
Structure of a journal paper
Slide 61
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Sources of data
Primary vs. secondary research
Quantitative vs. qualitative research
Slide 62
Qualitative research Quantitative research
Inductive Deductive
Subjective Objective
Impressionistic Conclusive
Holistic, interdependent system Independent and dependent variables
Purposeful, key informants Random, probabilistic sample
Not focussed on generalization Focussed on generalization
Aims at understanding new perspectives Aims at truth, scientific acceptance
Case studies, content and pattern analysis Statisitical analysis
Focus on words Focus on numbers
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Missing data
Missing Data = information not available for a subject (or case) about
whom other information is available. Typically occurs when respondent
fails to answer one or more questions in a survey.
Systematic?
Random?
Researcher’s Concern = to identify the patterns and relationships
underlying the missing data in order to maintain as close as possible to
the original distribution of values when any remedy is applied.
Impact . . .
Reduces sample size available for analysis.
Can distort results.
Strategies for handling missing data . . .
use observations with complete data only;
delete case(s) and/or variable(s);
estimate missing values (EM, Multiple imputation procedures)
Slide 63
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Outlier
Outlier = an observation/response with a unique combination of
characteristics identifiable as distinctly different from the other obs.
Issue: “Is the observation/response representative of the population?”
Why do outliers occur?
Procedural Error.
Extraordinary Event.
Extraordinary Observations.
Observations unique in their
combination of values.
Dealing with outliers
Identify outliers.
Standardize data, identify outliers in terms of number of standard deviations.
Examine data graphically.
Describe outliers.
Delete or Retain?
Slide 64
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda SPSS and descriptive statistics
Descriptive statistics help to understand the sample under consideration
They can allow the reader or researcher to assess e.g.:
How representative or generalizable the results are
If biases might occur, e.g. due to an unbalanced sample
Slide 65
Female Male Total
Age n % n % n %
15 – 24 14 7,9 42 13,0 56 11,2
25 – 49 146 82,5 196 60,7 222 68,4
50 – 64 17 9,6 85 26,3 102 20,4
Total 177 35,4 323 64,6 500 100,0
Mean (Age) 34,82 37,82 36,76
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Bias
Bias is a term which refers to how far the average statistic lies from the
parameter it is estimating, that is, the error which arises when estimating
a population parameter.
Bias often results in systematically over- or under-estimating parameters.
Errors from chance will cancel each other out in the long run, those from bias
will not.
Non-response bias, common method bias, single informant bias
Slide 66
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda Room change!
Please note:
The following sessions will be held in the PC lab (C106d)
01.12.2015
08.12.2015
15.12.2015
16.12.2015 (14 – 18 Uhr)
Slide 67