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Scannerdaten Und Preissensitivität Bei Konsumgütern

Scannerdaten Und Preissensitivität Bei Konsumgütern


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About the Book

Die Scanner-Technologie eröffnet neue Perspektiven für die Marketingfor- schung und -praxis. Die Artikel- und Zeitgenauigkeit von Scanner-Daten ermöglicht es, kausale Zusammenhänge zwischen Marketinginstrumenten und Absatzmengen bzw. Marktanteilen valider und zuverlässiger als bisher zu messen. Scanner-Daten eignen sich insbesondere zur Analyse von Preis- Absatz-Beziehungen, da beide Variable nicht nur für ein Produkt, sondern für alle Konkurrenzartikel vollautomatisch erfaßt werden. Kucher legt eine der ersten Arbeiten vor, die sich diese neuartige Datenba- sis zunutze macht. Er betritt weitgehend wissenschaftliches Neuland und greift eine Vielzahl von fragestellungen auf, die bisher mangels einer brauchbaren empirischen Grundlage unbeantwortet bleiben mußten. Der wichtigste Unterschied zwischen Scanner-Daten und herkömmlichen Markt- forschungsdaten liegt in der Zeitpräzision und der Kürze des Dateninter- valls. Hieraus resultiert eine wesentlich stärkere Variabilität in den abhängigen und unabhängigen Variablen, so daß quantitativ und qualitativ fundiertere Kausalanalysen möglich werden. An zahlreichen Zahlenbeispielen wird demonstriert, daß sich je nach Datenintervall unterschiedliche Reak- tionsmuster und Diagnosen ergeben können. Scanner-Daten führen zu neuen Einsichten in die form und die Dynamik derartiger Preisreaktionsstrukturen. Kuchers Analyse belegt auch, welch grundlegende Problemstellungen selbst die empirische Preisreaktionsforschung unbeantwortet gelassen hat. Er zeigt im einzelnen, daß der Marktanteil im Vergleich zur Absatzmenge die geeignetere Variable zur Messung von Preiswi ungen ist, - die Definition des Preises einen erheblichen Einfluß auf die Schätzung von Preissensitivitäten hat, - ein Durchschnittspreis mit konstanten Marktanteilsgewichten den Einfluß des Konkurrenzpreises am besten repräsentiert, - das lineare Modell im Regelfall gute Ergebnisse liefert.


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Product Details
  • ISBN-13: 9783409136082
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1985 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 16 mm
  • Width: 170 mm
  • ISBN-10: 3409136088
  • Publisher Date: 01 Jan 1985
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 284
  • Series Title: Beiträge Zur Betriebswirtschaftlichen Forschung
  • Weight: 539 gr


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