大數據行銷研究 Big Data Marketing Research

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1 大數據行銷研究 Big Data Marketing Research
Tamkang University 測量構念 (Measuring the Construct) 1051BDMR04 MIS EMBA (M2262) (8638) Thu, 12,13,14 (19:20-22:10) (D409) Min-Yuh Day 戴敏育 Assistant Professor 專任助理教授 Dept. of Information Management, Tamkang University 淡江大學 資訊管理學系 tku.edu.tw/myday/

2 課程大綱 (Syllabus) 週次 (Week) 日期 (Date) 內容 (Subject/Topics) /09/16 中秋節 (調整放假一天) (Mid-Autumn Festival Holiday)(Day off) /09/23 大數據行銷研究課程介紹 (Course Orientation for Big Data Marketing Research) /09/30 資料科學與大數據行銷 (Data Science and Big Data Marketing) /10/07 大數據行銷分析與研究 (Big Data Marketing Analytics and Research) /10/14 測量構念 (Measuring the Construct) /10/21 測量與量表 (Measurement and Scaling)

3 課程大綱 (Syllabus) 週次 (Week) 日期 (Date) 內容 (Subject/Topics) /10/28 大數據行銷個案分析 I (Case Study on Big Data Marketing I) /11/04 探索性因素分析 (Exploratory Factor Analysis) /11/11 確認性因素分析 (Confirmatory Factor Analysis) /11/18 期中報告 (Midterm Presentation) /11/25 社群運算與大數據分析 (Social Computing and Big Data Analytics) /12/02 社會網路分析 (Social Network Analysis)

4 課程大綱 (Syllabus) 週次 (Week) 日期 (Date) 內容 (Subject/Topics) /12/09 大數據行銷個案分析 II (Case Study on Big Data Marketing II) /12/16 社會網絡分析量測與實務 (Measurements and Practices of Social Network Analysis) /12/23 大數據情感分析 (Big Data Sentiment Analysis) /12/30 金融科技行銷研究 (FinTech Marketing Research) /01/06 期末報告 I (Term Project Presentation I) /01/13 期末報告 II (Term Project Presentation II)

5 Outline Understanding the concept of Measurement
The Measurement Process

6 蕭文龍 (2016), 統計分析入門與應用：SPSS中文版＋SmartPLS 3（PLS_SEM）, 碁峰資訊

7 蕭文龍 (2016), 統計分析入門與應用：SPSS中文版＋SmartPLS 3（PLS_SEM）, 碁峰資訊

8 蕭文龍 (2016), 統計分析入門與應用：SPSS中文版＋SmartPLS 3（PLS_SEM）, 碁峰資訊
國內第一本深入探討最新量表發展、中介和調節變數的應用、reflective(反映性)和 formative(形成性)指標的發展和模式的指定。 本書以實用的角度引導學員從學習社會科學概念開始介紹，到完成一份專題、研究生論文和論文投稿，對於大學部專題，碩博士學生，量化的研究人員都有莫大的幫助。 以統計分析(多變量分析)為主軸，整合了理論的介紹、量化的研究、量表的發展、卡方檢定、因素分析、迴歸分析、區別分析和邏輯迴歸、單因子變異數分析、多變量變異數分析、典型相關分析、信度和效度分析、聯合分析多、元尺度和集群分析，第二代統計技術–結構方程模式(SEM)。 Source:

9 蕭文龍 (2016), 統計分析入門與應用：SPSS中文版＋SmartPLS 3（PLS_SEM）, 碁峰資訊
內容涵蓋SmartPLS 3基本操作、PLS-SEM結構方程模式的學習範例、反映性和形成性指標與模式的指定、二階和高階因果關係、SEM結構方程模式實例、中介和調節變數的應用、論文結構、研究範例和Hayes PROCESS for SPSS軟體使用說明。 本書可作為統計分析和多變量分析的教科書，也是Hair, Black, Babin, and Anderson 所撰寫的 Multivariate data analysis Multivariate Data Analysis多變量分析的最佳輔助參考書籍，更是 Hair, Hult, Ringle, and Sarstedt所撰寫的A Primer on Partial Least Squares Structural Equation Modeling(PLS-SEM)的最佳輔助參考書籍。 Source:

10 蕭文龍 (2016), 統計分析入門與應用：SPSS中文版＋SmartPLS 3（PLS_SEM）, 碁峰資訊
chapter 01 統計分析簡介與數量方法的基礎 chapter 02 SPSS 的基本操作 chapter 03 量表的發展，信度和效度 chapter 04 檢視資料與敘述性統計 chapter 05 相關分析(Correlation Analysis) chapter 06 卡方檢定 chapter 07 平均數比較(t 檢定) chapter 08 因素分析 chapter 09 迴歸分析 chapter 10 區別分析與邏輯迴歸 chapter 11 單變量變異數分析 Source:

11 蕭文龍 (2016), 統計分析入門與應用：SPSS中文版＋SmartPLS 3（PLS_SEM）, 碁峰資訊
chapter 12 多變量變異數分析 chapter 13 典型相關 chapter 14 聯合分析、多元尺度方法和集群分析 chapter 15 結構方程模式之 Partial Least Squares(PLS)偏最小平方 chapter 16 Smartpls 統計分析軟體介紹 chapter 17 PLS-SEM(SmartPLS) 結構方程模式的學習範例 chapter 18 PLS-SEM 結構方程模式實例 chapter 19 反映性 Reflective 與形成性 Formative 模式 chapter 20 交互作用、中介和調節(干擾) chapter 21 SmartPLS 3 進階應用介紹 chapter 22 研究流程、論文結構與發表於期刊的建議 appendix A Hayes process 的中介和調節 Source:

12 Understanding the concept of Measurement
Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

13 Source: http://halachipedia.com/images/c/c7/Measuring_Tools.png
Measuring Tools Source:

14 Measuring Happiness Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

15 Measuring Happiness Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

16 Measurement The process of assigning numbers or labels to persons, objects, or events in accordance with specific rules for representing quantities or qualities or attributes. Rule: The guide, method, or command that tells a researcher what to do. Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

17 Specific types of concepts that exist at higher levels of abstraction.
Constructs Specific types of concepts that exist at higher levels of abstraction. Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

18 Concept & Construct Concept and Construct are abstractions of reality.
expressed in every-day terminology. This requires the researcher to generalize/categorize. Construct theoretical abstraction that can’t really be observed (e.g., love, trust, social class, personality, power). Source: Edward Fox (2008), Measurement in Survey Research,

19 Example of Concept & Construct
Question – Why do some customers buy Air Jordan athletic shoes over and over again? Concept Repeat purchase Construct Brand loyalty Source: Edward Fox (2008), Measurement in Survey Research,

20 The Marketing Research Process
(1) Problem Definition (Research Objective) (2) Research Design (3) Method of Research (8) Follow-up (4) Sampling Procedure (7) Writing and Presentation of the Report (6) Analysis of Data (5) Data Collection Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

21 The Measurement Process
(1) Identify the concept of interest (2) Develop a construct (3) A constitutive definition (8) Research findings (4) An operational definition (7) Utilizes the scale (6) Evaluate the reliability and validity of the scale (5) A measurement scale Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

22 The Measurement Process
(1) Identify the concept of interest (2) Develop a construct (3) A constitutive definition Concept of interest (8) Research findings (4) An operational definition (7) Utilizes the scale (6) Evaluate the reliability and validity of the scale (5) A measurement scale Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

23 The Measurement Process
(1) Identify the concept of interest (2) Develop a construct (3) A constitutive definition Specific types of concepts that exist at higher levels of abstraction. (8) Research findings (4) An operational definition (7) Utilizes the scale (6) Evaluate the reliability and validity of the scale (5) A measurement scale Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

24 The Measurement Process
(1) Identify the concept of interest (2) Develop a construct (3) A constitutive definition Statement of the meaning of the central idea or concept under study, establishing its boundaries; also known as theoretical, or conceptual, definition. (8) Research findings (4) An operational definition (7) Utilizes the scale (6) Evaluate the reliability and validity of the scale (5) A measurement scale Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

25 The Measurement Process
(1) Identify the concept of interest (2) Develop a construct (3) A constitutive definition Statement of precisely which observable characteristics will be measured and the process for assigning a value to the concept. (8) Research findings (4) An operational definition (7) Utilizes the scale (6) Evaluate the reliability and validity of the scale (5) A measurement scale Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

26 The Measurement Process
(1) Identify the concept of interest (2) Develop a construct (3) A constitutive definition Set of symbols or numbers so constructed that the symbols or numbers can be assigned by a rule to the individuals (or their behaviors or attitudes) to whom the scale is applied. (8) Research findings (4) An operational definition (7) Utilizes the scale (6) Evaluate the reliability and validity of the scale (5) A measurement scale Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

27 The Measurement Process
(1) Identify the concept of interest (2) Develop a construct (3) A constitutive definition reliability and validity (8) Research findings (4) An operational definition (7) Utilizes the scale (6) Evaluate the reliability and validity of the scale (5) A measurement scale Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

28 Validity Reliability

29 Accuracy Precision Validity Reliability

30

31 Validity vs. Reliability
High Accuracy High Precision Low Accuracy High Precision High Validity High Reliability Low Validity High Reliability C D High Accuracy Low Precision Low Accuracy Low Precision High Validity Low Reliability Low Validity Low Reliability

32 Constitutive Definition & Operational Definition
A theoretical or conceptual definition that defines the concept in terms of other concepts and constructs; like a dictionary definition Operational Definition Defines which observable characteristics will be measured and the process for assigning a value to the concept Source: Edward Fox (2008), Measurement in Survey Research,

33 Example of Constitutive Definition & Operational Definition
Concept: Repeat purchase Construct: Brand loyalty Constitutive Definition Increased propensity to purchase a brand due to previous experience with that brand Operational Definition Rating of purchase probability, depending upon prior purchase Source: Edward Fox (2008), Measurement in Survey Research,

34 Sourcce: http://www. urbaninteractives

35 Building Customer Value, Satisfaction, and Loyalty
Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012

36 Customer Perceived Value
Product benefit Total customer benefit Customer perceived value Services benefit Personnel benefit Image benefit Monetary cost Total customer cost Time cost Energy cost Psychological cost Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012

37 Satisfaction “a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance (or outcome) to expectations” Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012

38 Loyalty “a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.” Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012

39 Customer Perceived Value, Customer Satisfaction, and Loyalty
Customer Perceived Performance Customer Perceived Value Customer Satisfaction Customer Loyalty Customer Expectations Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012

40 5 Variables : 1 Factor (5:1) Loyalty
1. Say positive things about XYZ to other people. 2. Recommend XYZ to someone who seeks your advice. 3. Encourage friends and relatives to do business with XYZ. 4. Consider XYZ your first choice to buy services. 5. Do more business with XYZ in the next few years. Source: Valarie A. Zeithaml, Leonard L. Berry and A. Parasuraman, “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol. 60, No. 2 (Apr., 1996), pp Variable 4 Variable 5 Source: Hair et al. (2009), Multivariate Data Analysis, 7th Edition, Prentice Hall

41 Measuring Loyalty 5 Variables (Items) (5:1) (Zeithaml, Berry & Parasuraman, 1996)
Say positive things about XYZ to other people. Loyalty Recommend XYZ to someone who seeks your advice. Encourage friends and relatives to do business with XYZ. Loyalty 1. Say positive things about XYZ to other people. 2. Recommend XYZ to someone who seeks your advice. 3. Encourage friends and relatives to do business with XYZ. 4. Consider XYZ your first choice to buy services. 5. Do more business with XYZ in the next few years. Source: Valarie A. Zeithaml, Leonard L. Berry and A. Parasuraman, “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol. 60, No. 2 (Apr., 1996), pp Consider XYZ your first choice to buy services. Do more business with XYZ in the next few years. Source: Valarie A. Zeithaml, Leonard L. Berry and A. Parasuraman, “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol. 60, No. 2 (Apr., 1996), pp

42 Definition of Role Ambiguity
Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

43 Analyzing Consumer Markets
The aim of marketing is to meet and satisfy target customers’ needs and wants better than competitors. Marketers must have a thorough understanding of how consumers think, feel, and act and offer clear value to each and every target consumer. Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012

44 How consumers think, feel, and act
Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012

45 Model of Consumer Behavior
Psychology Buying Decision Process Purchase Decision Marketing Stimuli Other Stimuli Motivation Perception Learning Memory Problem Recognition Information Search Evaluation of Alternatives Purchase decision Post-purchase behavior Product choice Brand choice Dealer choice Purchase amount Purchase timing Payment method Products & Services Price Distribution Communications Economic Technological Political Cultural Consumer Characteristics Cultural Social Personal Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012

46 Factors Affecting Consumer Behavior
Source:

47 Nothing is so practical as a good theory
Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage

48 Theory “a set of propositions or an abstract conceptualization of the relationship between entities.” Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage

49 Purpose of theory increase scientific understanding through a systematized structure capable of both explaining and predicting phenomena (Hunt, 1991) Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage

50 Theory “a statement of relations among concepts within a set of boundary assumptions and constraints” (Bacharach, 1989) Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage

51 Identifying and meeting human and social needs
Marketing Identifying and meeting human and social needs Source: Kotler and Keller (2011)

52 Basis of Marketing Theory
Economics Sociological Psychological

53 Disciplinary Underpinnings of Marketing Theory
The economics basis of marketing The psychological basis of marketing The sociological basis of marketing Cultural aspects of marketing Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage

54 Psychological foundations of marketing
Motivation Perception Decision making Attitudes Persuasion Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage

55 Psychological Constructs and Some Associated Marketing Areas
Learning Brand recall, loyalty Motivation Consumer needs, choice conflicts Perception Product packaging, advertising content Decision making Brand selection, consumer involvement, post-purchase evaluation Attitudes Customer satisfaction, trust, ad influence Personality Consumer segmentation, materialism, addictions Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage

56 Motivation both physiological needs (e.g. hunger, thirst, pain avoidance, security, maintenance of body temperature) and psychogenic needs (e.g. achievement, affiliation, status, approval, power) motivate consumer behaviour Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage

57 Motivation and Psychological Needs
the waste of money and/or resources by people to display a higher status than others’ is clearly linked to the psychological ego-related needs for status, approval and self-confidence, although it may be influenced in part by extrinsic factors, such as social norms and cultural values Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage

58 Overall Model of Consumer Behavior
Source: J. Paul Peter and Jerry Olson (2004), Consumer Behavior & Marketing Strategy, 7th edition,, McGraw-Hill/Irwin

59 The linkage among attitudes, behavior, and marketing effectiveness
Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

60 Attitudes and Linkage Attitude defined:
Enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment. Level of Customer Involvement Attitude Measurement & Strength Effects of Other People & Brands Situational Factors Source: McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley

61 Summary Understanding the concept of Measurement
The Measurement Process

62 蕭文龍, 多變量分析最佳入門實用書--SPSS+LISREL, 第二版, 碁峰資訊, 2009
Source:

63 蕭文龍, 多變量分析最佳入門實用書--SPSS+LISREL, 第二版, 碁峰資訊, 2009
Source:

64 蕭文龍, 多變量分析最佳入門實用書--SPSS+LISREL, 第二版, 碁峰資訊, 2009
本書通過Scientific Software International (SSI) LISREL原廠審核通過，　成為LISREL原廠推薦的第四本華文書， 相關網址： 本書可作為Hair（2006）Multivariate Data Analysis一書的最佳輔助參考書籍 從實用的角度出發，完整介紹社會科學概念、統計軟體的運用以及統計分析，協助學習者完成量化的研究及其相關專題或論文。 內容整合了社會科學概念、量化研究、量表發展與統計分析。 文中納入第二代統計技術，包括結構方程模式(SEM)、LISREL基本操作　SEM結構方程模式範例與SEM結構方程模式實例。 特別介紹研究流程、論文結構與研究範例、EndNote書目管理軟體使用說明、LISREL和Nvivo軟體的取得與說明。 隨書光碟附贈LISREL For Windows學生版 Source:

65 蕭文龍, 多變量分析最佳入門實用書--SPSS+LISREL, 第二版, 碁峰資訊, 2009
Ch01 社會科學的研究與數量方法的基礎 Ch02 SPSS的基本操作 Ch03 檢視資料與敘述性統計 Ch04 相關分析 Ch05 卡方檢定 Ch06 平均數比較 Ch07 因素分析 Ch08 迴歸分析 Ch09 區別分析與邏輯迴歸 Ch10 單變量變異數分析 Ch11 多變量變異數分析 Ch12 典型相關 Source:

66 蕭文龍, 多變量分析最佳入門實用書--SPSS+LISREL, 第二版, 碁峰資訊, 2009
Ch13 量表的發展、信度和效度 Ch14 SEM結構方程模式 Ch15 LISREL的基本操作 Ch16 結構方程模式的學習範例 Ch17 結構方程模式的學習範例進階 Ch18 SEM結構方程模式實例 Ch19 聯合分析、多元尺度方法和集群分析 Ch20 交互作用、中介和調節(干擾)效果之驗證 Ch21 研究流程、論文結構與研究範例 附錄A 統計分配表 附錄B ENDNOTE書目管理軟體使用說明 附錄C 軟體的取得與說明LISREL Source:

67 References McDaniel & Gates (2009), Marketing Research, 8th Edition, Wiley Edward Fox (2008), Measurement in Survey Research,