Path Data in Marketing: An Integrative Framework and Prospectus for Model-Building

Sam K. Hui, P. Fader, Eric T. Bradlow
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引用次数: 3

Abstract

Many datasets, from different and seemingly unrelated marketing domains, all involve "paths" - records of consumers' movements in a spatial configuration. Path data contain valuable information for marketing researchers because they describe how consumers interact with their environment and make dynamic choices. As data collection technologies improve and researchers continue to ask deeper questions about consumers' motivations and behaviors, path datasets will become more common, and play a more central role in marketing research. To guide future research in this area, we review the previous literature, propose a formal definition of paths, and derive a unifying framework that allows us to classify different kinds of paths. We identify and discuss two primary dimensions (characteristics of the spatial configuration and the agent) as well as six underlying sub-dimensions. Based on this framework, we cover a range of important operational issues that should be taken into account as researchers begin to build formal models of path-related phenomena. We close with a brief look into the future of path-based models, and a call for researchers to address some of these emerging issues.
市场营销中的路径数据:模型构建的综合框架和说明书
许多数据集,来自不同且看似不相关的营销领域,都涉及“路径”——消费者在空间配置中的运动记录。路径数据对市场研究人员来说包含有价值的信息,因为它们描述了消费者如何与环境互动并做出动态选择。随着数据收集技术的进步和研究人员对消费者动机和行为的深入研究,路径数据集将变得更加普遍,并在营销研究中发挥更重要的作用。为了指导这一领域的未来研究,我们回顾了以往的文献,提出了路径的正式定义,并得出了一个统一的框架,使我们能够对不同类型的路径进行分类。我们确定并讨论了两个主要维度(空间配置特征和代理)以及六个潜在的子维度。基于这个框架,我们涵盖了一系列重要的操作问题,当研究人员开始建立路径相关现象的正式模型时,应该考虑到这些问题。最后,我们简要地展望了基于路径的模型的未来,并呼吁研究人员解决这些新出现的问题。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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