Dynamic Processes in Marketing – An Application of Multilevel Models to Assess Firm and Salesperson Performance Development
Year: 2015
Type: dissertation
Abstract: Modeling the complexity of today's business world is widely regarded as key challenge for any empirical study in marketing.One of the most common questions is how to deal with the hierarchical structure inherent to most research problems, whether the focus is on the consumer or the firm.Multilevel models allow to rigorously disentangle the impact of relevant factors on individual-and group-level.This paper has three goals.First, by providing an accessible, yet profound overview of reasons for applying multilevel models, their usage among applied marketing researcher and marketers should be promoted.Second, reviewing the marketing literature since 1990 in detail, five marketing research areas are identified in which multilevel models have been applied in the past.Those areas are: (1) new product success, (2) consumer preferences, (3) customer retention, (4) marketing strategy, and (5) internal marketing.This overview provides not only practical guidance when to apply multilevel models, but also shows avenues for further research within each area.Third, we discuss issues raised concerning the terminology used for and documentation of multilevel models and highlight extensions of multilevel models which have been rarely applied in marketing and explain how they can be used to answers substantive questions which have not been researched before.
DOI: 10.5167/uzh-115610
Author: Löwenberg, Margot
Language: English
Subfield: Statistics and Probability
Field: Mathematics
Domain: Physical Sciences
Open Access status: green
OpenAlex ID: W3010220117