Building & Running a Successful Research Business: A Guide by Mary Ellen Bates

By Mary Ellen Bates

The basic guide for each info entrepreneur, this can be the imperative consultant to launching, dealing with, and growing to be an self sufficient learn enterprise. From starting to finish, this newly up to date examine navigates via each degree of the process—introductory approaches, carrying out the corporate, the suitable advertising tools, and maximizing study. From making key judgements and shutting the sale to keeping strong relationships with consumers and tapping into robust info resources past the net, this quality selection of counsel, methods, and methods is the foremost to construction a profitable details company.

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We checked for differences between products and prices in different stores of the same retailer and we found small error of less than 5 %. Then, the variety of products1 listed in one retailer but different stores in Madrid are quite similar. As DIA supermarket has no web access to store prices, we collected data directly from the store. The error of data collection method (Web-searching vs. in-store observation) was less than 7 %. Then, we constructed our database where the unit of analysis is a manufacturer of any brand (SB or NB) in a certain category at a specific retailer.

Planet Retail Ltd. , & Perry, V. (2001). Retailer power and supplier welfare: The case of Wal-Mart. Journal of Retailing, 77(3), 379–396. Briesch, R. , Chintagunta, P. , & Fox, E. J. (2009). How does assortment affect grocery store choice. Journal of Marketing Research, 46(2), 176–189. , Lichtenstein, D. , Netemeyer, R. , & Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Academy of Marketing Science, 26(4), 293–306.

C. J. Martı´nez-Lo´pez 34 Table 2 Conjoint attributes and corresponding levels Attribute # Brandsa (C) PL’s equity (D) Proportion of high-equity NBsa (N) Levels +1 Ten brands À1 Four brands +1 High-equity À1 Low-equity +1 Two-thirds of the total number of NBs À1 One-third of the total number of NBs a Only for those assortments comprising both PL and NBs Table 3 Design matrix Scenario (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) # brands (C) PL equity (D) À1 +1 +1 À1 +1 À1 À1 À1 À1 À1 +1 +1 +1 +1 À1 +1 À1 +1 Proportion of high-equity NBs (N) CD CN DN CDN À1 +1 À1 +1 À1 +1 À1 +1 À1 À1 +1 +1 +1 +1 À1 À1 +1 À1 +1 À1 À1 +1 À1 +1 À1 +1 +1 À1 À1 +1 +1 À1 +1 À1 À1 +1 À1 +1 +1 À1 As shown in Table 4, consumers are more likely to buy PL, as their attitude towards this type of brand is more positive.

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