Marketing Modeling

Several faculty members engage in research aimed at developing methods that enable organizations to more effectively understand their markets in the increasingly dynamic international context and that enable these organizations to make better decisions. Within this group, two more specific areas of interest can be distinguished. The first is the construction of econometric models that help understand market drivers, and allows managers to predict market developments and understand the impact of their decisions on sales and other indicators of company performance. The second is developing and improving methods for (cross-cultural) market research by means of surveys and other instruments. This is achieved by developing and adapting measures for international contexts, and by developing statistical tools for analyzing these data.

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