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Marketing Research-Iacobucci,Churchill - Ch18_appen

Marketing Research-Iacobucci,Churchill - Ch18_appen

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Published by Sid Black

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Categories:Types, Business/Law
Published by: Sid Black on Nov 01, 2010
Copyright:Attribution Non-commercial

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05/12/2014

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1
Appendix 18 ± More
Multivariate Statistical
Techniques
© 2005 Thomson/South-Western
2
Figure 1
Correspondence Analysis of the Web and other Media
magazine
TV
radio
telemarketing
audience
interaction
cost less
Web
convey
info
stimulate
emotions
Miller Lite
change
attitudes
create
awareness
direct
mail
Coors
Samuel Adams
Rolling Rock
35-54
55+
18-34
Key:
media
attributes of media
segment ages
beer preferences
Red Dog
Guinness
Foster¶s
3
Figure 2
Structural Equations Model of Customer Loyalty
loyalty
quality
image/price
distribution/
availability
advertising
brand
awareness
brand
equity
customer
satisfaction/
dissatisfaction
X1=³I am
satisfied.´
X2=³It exceeded
my expectations.´
X3=³I am happy
with my purchase.´

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