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消費者の異質性を考慮したテレビCM効果の分析
https://doi.org/10.34360/00007813
https://doi.org/10.34360/000078138ed24e4a-34ff-4e40-8d18-3f4296278226
名前 / ファイル | ライセンス | アクション |
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3092_0033_04 (1.6 MB)
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Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
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公開日 | 2014-07-08 | |||||
タイトル | ||||||
タイトル | 消費者の異質性を考慮したテレビCM効果の分析 | |||||
言語 | ||||||
言語 | jpn | |||||
キーワード | ||||||
主題 | シングル・ソース・データ, プロモーション効果, テレビCM, ロジスティック回帰分析 Motoya, Suzuki, Takashi, Namatame, Single Source Data, Effect of Promotion, TVCM, Logistic Regression Analysis |
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資源タイプ | ||||||
資源タイプ | departmental bulletin paper | |||||
ID登録 | ||||||
ID登録 | 10.34360/00007813 | |||||
ID登録タイプ | JaLC | |||||
別言語のタイトル(英) | ||||||
タイトル | An Analysis of Effect of TVCM Considering Consumers' Heterogeneity | |||||
作成者 |
鈴木, 元也
× 鈴木, 元也× 生田目, 崇 |
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内容記述 | ||||||
内容記述 | In this study, we analyze the effect of TVCM on the consumer purchase behavior by using a questionnaire containing questions about product purchase, purchase intention and media access. This questionnaire is a single source data and have been taken plural times to the same espondents.This study is based on the framework of consumer behavior study, and we divide all respondents into some segments about purchase and intention with respect to their answers. Then, we discuss what consumer or product attributions are related to the effect of TVCM by using statistical models and data mining techniques. Moreover, we point out some promotion strategies for concrete products. | |||||
公開者 | ||||||
出版者 | 専修大学情報科学研究所 | |||||
ISSN | ||||||
収録物識別子 | 0286-6048 | |||||
書誌レコードID | ||||||
収録物識別子 | AN00231758 | |||||
書誌情報 |
情報科学研究 巻 33, p. 1-19, 発行日 2013-03-01 |
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出版タイプ | ||||||
出版タイプ | NA |