IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v27y2010i2p119-132.html
   My bibliography  Save this article

Unfolding large-scale marketing data

Author

Listed:
  • Ho, Ying
  • Chung, Yuho
  • Lau, Kin-nam

Abstract

Marketers use multidimensional unfolding to understand the relationship between customer preferences and product positioning through a joint display of customers and brands on a map. In today's information age, unfolding marketing data is challenging, as marketing data can be large in size and high-dimensional in nature. Moreover, the unfolding model is always subject to the curse of the degeneracy problem. We propose a new approach to unfold customer-by-brand transaction data and customer-by-customer network data in a reduced space. The proposed approach can recover the true configuration with reasonable accuracy, is scalable in terms of the number of estimated parameters, and can produce non-degenerate solution. We compare its performance with existing approaches by simulation experiments and real data analyses with interesting results.

Suggested Citation

  • Ho, Ying & Chung, Yuho & Lau, Kin-nam, 2010. "Unfolding large-scale marketing data," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 119-132.
    • Handle: RePEc:eee:ijrema:v:27:y:2010:i:2:p:119-132
    DOI: 10.1016/j.ijresmar.2009.12.009
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811610000170
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2009.12.009?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wayne DeSarbo & Vithala R. Rao, 1986. "A Constrained Unfolding Methodology for Product Positioning," Marketing Science, INFORMS, vol. 5(1), pages 1-19.
    2. Wayne S. Desarbo & Ajay K. Manrai, 1992. "A New Multidimensional Scaling Methodology for the Analysis of Asymmetric Proximity Data in Marketing Research," Marketing Science, INFORMS, vol. 11(1), pages 1-20.
    3. Pieters, R. & Baumgartner, H. & Vermunt, J.K. & Bijmolt, T.H.A., 1999. "Importance and similarity in the evolving citation network of the International Journal of Research in Marketing," Other publications TiSEM e2c16930-bf58-49ae-8cc9-f, Tilburg University, School of Economics and Management.
    4. Frank Busing & Patrick Groenen & Willem Heiser, 2005. "Avoiding degeneracy in multidimensional unfolding by penalizing on the coefficient of variation," Psychometrika, Springer;The Psychometric Society, vol. 70(1), pages 71-98, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tammo Bijmolt & Michel Velden, 2012. "Multiattribute perceptual mapping with idiosyncratic brand and attribute sets," Marketing Letters, Springer, vol. 23(3), pages 585-601, September.
    2. van de Velden, M. & de Beuckelaer, A. & Groenen, P.J.F. & Busing, F.M.T.A., 2011. "Nonmetric Unfolding of Marketing Data: Degeneracy and Stability," ERIM Report Series Research in Management ERS-2011-006-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    3. Tammo H.A. Bijmolt & Michel Wedel & Wayne S. DeSarbo, 2021. "Adaptive Multidimensional Scaling: Brand Positioning Based on Decision Sets and Dissimilarity Judgments," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 1-15, June.
    4. Jianhui Zhang & Junxuan Zhu, 2014. "Research Intelligent Precision Marketing of E-commerce Based on the Big Data," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 5(1), pages 33-38, February.
    5. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Joonwook Park & Wayne DeSarbo & John Liechty, 2008. "A Hierarchical Bayesian Multidimensional Scaling Methodology for Accommodating Both Structural and Preference Heterogeneity," Psychometrika, Springer;The Psychometric Society, vol. 73(3), pages 451-472, September.
    2. Wayne DeSarbo & Joonwook Park & Vithala Rao, 2011. "Deriving joint space positioning maps from consumer preference ratings," Marketing Letters, Springer, vol. 22(1), pages 1-14, March.
    3. Wayne DeSarbo & Joonwook Park & Crystal Scott, 2008. "A Model-Based Approach for Visualizing the Dimensional Structure of Ordered Successive Categories Preference Data," Psychometrika, Springer;The Psychometric Society, vol. 73(1), pages 1-20, March.
    4. Joonwook Park & Priyali Rajagopal & Wayne DeSarbo, 2012. "A New Heterogeneous Multidimensional Unfolding Procedure," Psychometrika, Springer;The Psychometric Society, vol. 77(2), pages 263-287, April.
    5. Gower, J.C. & Groenen, P.J.F. & van de Velden, M. & Vines, K., 2010. "Perceptual maps: the good, the bad and the ugly," ERIM Report Series Research in Management ERS-2010-011-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    6. Khanh Duong, 2024. "Is meritocracy just? New evidence from Boolean analysis and Machine learning," Journal of Computational Social Science, Springer, vol. 7(2), pages 1795-1821, October.
    7. Li, Xiangping & Li, Xiang (Robert) & Hudson, Simon, 2013. "The application of generational theory to tourism consumer behavior: An American perspective," Tourism Management, Elsevier, vol. 37(C), pages 147-164.
    8. Geert Campenhout & Tom Caneghem & Steve Uytbergen, 2008. "A comparison of overall and sub-area journal influence: The case of the accounting literature," Scientometrics, Springer;Akadémiai Kiadó, vol. 77(1), pages 61-90, October.
    9. DeSarbo, Wayne S. & Selin Atalay, A. & Blanchard, Simon J., 2009. "A three-way clusterwise multidimensional unfolding procedure for the spatial representation of context dependent preferences," Computational Statistics & Data Analysis, Elsevier, vol. 53(8), pages 3217-3230, June.
    10. Wilde, Pieter de & Junk, Wiebke Marie & Palmtag, Tabea, 2016. "Accountability and opposition to globalization in international assemblies," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 22(4), pages 823-846.
    11. Stremersch, S. & Verniers, I.W.J. & Verhoef, P.C., 2006. "The Quest for Citations: Drivers of Article Impact," ERIM Report Series Research in Management ERS-2006-061-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    12. J. Vera & Rodrigo Macías & Willem Heiser, 2013. "Cluster Differences Unfolding for Two-Way Two-Mode Preference Rating Data," Journal of Classification, Springer;The Classification Society, vol. 30(3), pages 370-396, October.
    13. Willem Heiser, 2004. "Geometric representation of association between categories," Psychometrika, Springer;The Psychometric Society, vol. 69(4), pages 513-545, December.
    14. Baumgartner, H. & Pieters, R., 2000. "The Influence of Marketing Journals : A Citation Analysis of the Discipline and its Sub-areas," Other publications TiSEM 616da55c-55fe-4ca4-88c0-2, Tilburg University, School of Economics and Management.
    15. Ó González-Benito & M P Martínez-Ruiz & A Molla-Descals, 2009. "Spatial mapping of price competition using logit-type market share models and store-level scanner-data," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(1), pages 52-62, January.
    16. Li Tang & John P. Walsh, 2010. "Bibliometric fingerprints: name disambiguation based on approximate structure equivalence of cognitive maps," Scientometrics, Springer;Akadémiai Kiadó, vol. 84(3), pages 763-784, September.
    17. Kunz, Werner H. & Hogreve, Jens, 2011. "Toward a deeper understanding of service marketing: The past, the present, and the future," International Journal of Research in Marketing, Elsevier, vol. 28(3), pages 231-247.
    18. Roberts, John H. & Kayande, Ujwal & Stremersch, Stefan, 2014. "From academic research to marketing practice: Exploring the marketing science value chain," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 127-140.
    19. Rick L. Andrews & Ajay K. Manrai, 1999. "MDS Maps for Product Attributes and Market Response: An Application to Scanner Panel Data," Marketing Science, INFORMS, vol. 18(4), pages 584-604.
    20. Baumgartner, H. & Pieters, R., 2000. "The Influence of Marketing Journals : A Citation Analysis of the Discipline and its Sub-areas," Discussion Paper 2000-123, Tilburg University, Center for Economic Research.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:27:y:2010:i:2:p:119-132. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.