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Bayesian, statistics and marketing
The past decade has seen a dramatic increase in the use of Bayesian methods in marketing due, in part, to computational and modelling breakthroughs, making its implementation ideal for many marketing problems. Bayesian analyses can now be conducted over a wide range of marketing problems, from new product introduction to pricing, and with a wide variety of different data sources. Bayesian Statistics and Marketing describes the basic advantages of the Bayesian approach, detailing the nature of the computational revolution. Examples contained include household and consumer panel data on product purchases and survey data, demand models based on micro-economic theory and random effect models used to pool data among respondents. The book also discusses the theory and practical use of MCMC methods.
eBook
Learning einstein analytics
Salesforce Einstein analytics aka Wave Analytics is a cloud-based platform which connects data from the multiple sources and explores it to uncover insights. It empowers sales reps, marketers, and analysts with the insights to make customer interactions smarter, without building mathematical models. You will learn to create app, lenses, dashboards and share dashboards with other users. This book starts off with explaining you fundamental concepts like lenses, step, measures and sets you up with Einstein Analytics platform. We then move on to creating an app and here you will learn to create datasets, dashboards and different ways to import data into Analytics. Moving on we look at Einstein for sales, services, and marketing individually. Here you will learn to manage your pipeline, understand important business drivers and visualize trends. You will also learn features related to data monitoring tools and embedding dashboards with lightning, visualforce page and mobile devices. Further, you will learn advanced features pertaining to recent advancements in Einstein which include machine learning constructs and getting predictions for events. By the end of this book, you will become proficient in the Einstein analytics, getting insights faster and understanding your customer in a better way.
eBook
Exploring the Impact of COVID-19 Pandemic on Eating and Purchasing Behaviours of People Living in England
Consumers’ eating habits have changed significantly due to the anxiety and boredom from the reported cases and deaths of COVID-19, the change in work patterns, controlled food shopping, and the inability to meet loved ones during the lockdown. The magnitude of these changes in the eating behaviours and purchasing habits of consumers varies across different groups of people. This study provides empirical evidence of the effects of COVID-19 on the eating and purchasing behaviours of people living in England, which was assessed based on sociodemographic variables. A total of 911 participants were recruited by a market research company, while only 792 useable responses were included in this study. The participants, aged between 18 and 91 years, completed an online questionnaire, and the data were analysed using ordinal regression. Data were collected between October and December 2020. Male participants constituted 34.60%, females 63.89%, and others (other gender and those who prefer not to declare their gender) were 0.63%. The majority of participants’ ages fell into the ranges of 23–38 and 39–54. Participants aged 23 to 38 years had the greatest effect of COVID-19 on their purchasing decision of healthier foods, while participants in the age groups 55–73 and 74–91 were least affected. The amount of foods purchased during the pandemic decreased with increasing age. The amount of foods purchased by students, people in employment, and people from minority ethnic groups were greatly affected by the pandemic. All participants who stated that taking food supplements is not important during the pandemic were from the White ethnic group. The effects of the pandemic on purchasing healthier foods were greater in younger generations and participants in full- or part-time employment than participants who were retired and who were aged above 55. The participants with higher educational qualifications and those from minority ethnic groups were also more affected by the pandemic. We suggest further studies to monitor any changes in the effects of the ongoing COVID-19 pandemic on the eating and purchasing behaviours of consumers.
Journal Article
Factors influencing intention for reusing virtual reality (VR) at theme parks: the mediating role of visitors satisfaction
This paper investigates the factors that influence visitors' intention to reuse virtual reality (VR) in theme parks in Malaysia, specifically focusing on perceived usefulness, perceived ease of use, enjoyment, and compatibility, as well as the mediating role of visitor satisfaction. A field survey was conducted with 357 visitors using a quantitative research design, and the collected data was analyzed using SPSS and Smart-PLS software. The results indicate that perceived ease of use, enjoyment, and compatibility positively influence visitors' intention to reuse VR, while visitors' satisfaction mediates the relationship between perceived ease of use, compatibility, and intention to reuse VR. The study recommends that park owners and administrators ensure customers' ease of use of VR and create innovative ideas and materials to enhance enjoyment, as retaining old customers is more feasible and less expensive than acquiring new ones. The study's limitations include a small sample size and limited geographic scope, suggesting the need for future research to increase generalizability and incorporate variables such as subjective norms. Theme park managers can use the study's findings to incorporate VR technology into their roller coasters and create a variety of VR experiences for visitors. Overall, the study advances theoretical understanding of related constructs and offers practical insights for theme park management.
Journal Article
Oncology patients’ communication experiences during COVID-19: comparing telehealth consultations to in-person visits
Purpose
The COVID-19 pandemic created significant disruptions in cancer care, much of which was transitioned to telehealth. Because telehealth alters the way clinicians and patients interact with one another, this investigation examined patients’ perceptions of their communication with clinicians during the pandemic.
Method
Patients were recruited from the Cancer Support Community, Fight Colorectal Cancer, and a market research firm to participate in an online survey. In addition to demographic and health-related information, respondents completed measures of patient-centered communication and evaluated how their communication in telehealth sessions compared with in-person visits.
Results
From October to December 2020, 227 respondents (65.6% female, 64.6% Non-Hispanic White, 33.5% had 6 or more telehealth sessions, 55% were 50 or older) reported having some of their cancer care provided via telehealth. Respondents who were of racial/ethnic minorities, male, had more telehealth sessions, or had poorer mental health reported less patient-centered communication with clinicians. Most patients thought communication in telehealth sessions was “about the same” as in-person visits with respect to good communication (59%). However, patients thinking communication in telehealth sessions was “better” than in-person visits were more likely to be Hispanic (49%), Non-Hispanic Black (41%), under 50 years of age (32%), male (40%), and had more telehealth sessions (34%).
Conclusion
Respondents reporting less patient-centered communication during the pandemic—e.g., persons of racial/ethnic minorities and males—were also more likely to evaluate communication in telehealth sessions as better than in-person visits. Further research is needed to understand reasons underlying this finding. Cancer care clinicians should take into account patient preferences regarding telehealth care, which may be particularly important for racial and ethnic minority patients.
Journal Article