Our research is characterized by the use and development of quantitative methods and empirical evaluation. Current activities relate to the following domains:
Cultural Framing of Marketing-Interactions
- Approaching and activating customers.
- Defining segments.
- Designing marketing measures and campaigns.
- Evaluating the relevance of anthropological and psychological constructs explaining consumer behavior.
Innovations in Direct Marketing
- Impact of modern communication, e.g., blogs, on buying decisions.
- Integrating new media into business models.
- Changing the focus of direct marketing from discount to luxury products.
- Ethnic direct marketing.
Competitive Intelligence
- Stochastic and econometric modeling of competitive interactions.
- Forecasting competitive(re)actions.
- Environmental Scanningin in the WWW.
- Information Foraging and Weak Signal detection.
- Designing early warning systems.
Quantitative Marketing Research Methods
- Artificial intelligence and machine learning in targeting.
- Incomplete data, missing values, e.g., multiple imputation and hot deck.
- Number of clusters e.g., groups in market segmentation
- Scale equivalence for formative latent constructs
- Pattern recognition and visualization.
Negotiation Management
- Impact of emotions and intuition on negotiations.
- Cultural differences relevant to negotiations.
- Turns, moves and moods.
- Formal modeling of success in negotiations.
- Perceived and actual negotiation power.