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Anwendung der Hazard-Analyse im Marketing: Einführung und Literaturüberblick

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  • Garczorz, Ingo

Abstract

Das zunehmende Interesse an der Analyse dynamischer Prozesse und die sich ständig verbessernde Verfügbarkeit der zu ihrer Untersuchung notwenigen Datensätze lassen die Frage nach geeigneten Verfahren aufkommen. Traditionelle Methoden wie logistische und lineare Regression sind entweder nicht in der Lage, den Prozesscharakter zu erfassen, oder resultieren in verzerrten Schätzungen. Vor diesem Hintergrund stellt die Hazard-Analyse aufgrund seiner im Großen und Ganzen recht einfachen analytischen Behandlung, der intuitiv eingängigen Idee des Verfahrens, der guten Interpretierbarkeit der Ergebnisse sowie der Anpassungsfähigkeit an verschiedenste Anforderungen, die aus dem jeweiligen Untersuchungsdesign resultieren können, eine beachtenswerte Alternative dar, die sich zudem großer Beliebtheit in anderen Wissenschaftsbereichen erfreut. Folglich soll dieser Beitrag als Anregung und erste Anleitung dienen, sich nach Maßgabe der Forschungsfrage und Datensituation dieses Instruments als ergänzende oder alternative Analysemethode zu bedienen.

Suggested Citation

  • Garczorz, Ingo, 2001. "Anwendung der Hazard-Analyse im Marketing: Einführung und Literaturüberblick," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 548, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    • Handle: RePEc:zbw:cauman:548
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    References listed on IDEAS

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