Adaptive Modelling - Market segmentation and product positioning


Type WU Joint Research Program

Funding Bodies
  • Austrian Science Fund

Duration Jan. 1, 1997 - March 31, 2003

  • Computer Integrated Manufacturing (CIM) AE (Details)
  • Retailing AE (Former organization)
  • Mathematical Methods in Statistics AE (Former organization)
  • Tourism and Leisure Studies AE (Former organization)
  • Produktionsmanagement (Taudes) AE (Details)

Tags

Press 'enter' for creating the tag
  • Buchta, Christian (Details)
  • Dolnicar, Sara (Former researcher)
  • Mazanec, Josef (Details) Project Head
  • Reutterer, Thomas (Details)
 

Abstract (German)

Biocomputing, Neuronale Netzwerke, Genetische Algorithmen, Fuzzy Systems - alle diese Schlagworte bezeichnen rasant wachsende Forschungsgebiete, die in erster Linie technischen Disziplinen zugeordnet werden. Ziel der Initiative 3 des Spezialforschungsbereichs (SFB) ist, eine stärkere Anbindung dieser neuen Generation von adaptiven (lernfähigen) Verfahren an konkrete, reale Marketingaufgaben. Die Arbeiten aller am SFB beteiligten Forschungsinstitutionen im Gesamt-SFB verfolgen als Fernziel die Simulation betrieblicher und marktwirtschaftlicher Ursachen-Wirkungszusammenhänge, um die Theoriebildung voranzutreiben. Gemeinsames Nahziel ist die Untersuchung effizienter Einsatzmöglichkeiten von adaptiven Verfahren im Bereich der Datenanalyse bei Marketinganwendungen mit dem bisherigen Schwerpunkt auf simultaner Marktsegmentierung und Produktpositionierung.<P>Adaptive Verfahren. Zusammenführung zweier bisher in der Marketingforschung getrennt behandelter Entscheidungsprobleme (Marktsegmentierung und Produktpositionierung). Interdisziplinäre Erarbeitung neuer Analysemethoden in Kooperation mit anderen Initiativen


Abstract (English)

The marketing research initiative aims at developing explanatory and decision models which optimize market segmentation and product positioning strategies simultaneously. In the solutions available so far some of the 'free' parameters (number of product attribute dimensions, number of consumer segments, brands in the consumer's consideration set) must be fixed in advance while the marketing analyst would prefer to avoid these arbitrary decisions. Traditional statistical as well as neurocomputing methodology will be explored to achieve this goal. The long-term objectives are linked to the Artificial Factory concept. The marketing initiative will contribute to building the dynamic market environment for the 'learning' firm. This will happen on the macro (market response functions) and micro (consumers' choice behaviour) levels of analysis. Once the Artificial Factory/Consumer Markets system is operative a variety of segmentation/positioning strategies may be evaluated experimentally.

Publications

Book (monograph)

1997 Reutterer, Thomas. 1997. Analyse von Wettbewerbsstrukturen mit neuronalen Netzen - Ein Ansatz zur Kundensegmentierung auf Basis von Haushaltspaneldaten. Forschungsergebnisse der Wirtschaftsuniversität Wien, 398 S., Wien: Service-Fachverlag, ISBN 3-85428-374-1 (Details)

Journal article

2003 Meyer, D., Buchta, Ch., Karatzoglou, A., Leisch, F., Hornik, K.. 2003. A simulation framework for heterogeneous agents. Computational Economics, 22 (2): 285-301 (Details)
  Buchta, Christian, Dolnicar, Sara. 2003. Learning by Simulation - Computer Simulations for Strategic Marketing Decision Support in Tourism. International Journal of Tourism Sciences, 3, 1, 65-78 (Details)
  Buchta, C., Meyer, D., Mild, A., Pfister, A., Taudes, A.. 2003. Technological Efficiency and Organizational Inertia: A Model of the Emergence of Disruption. Computational and Mathematical Organization Theory, 9, 2, 127-146 (Details)
  Mild, A., Reutterer, T.. 2003. Une approche de filtrage collaboratig mise au point pour prédire des achats intercatégories basée sur des paniers de données binaires. Recherche et Applications en Marketing, 18, 4 (Details)
  Dolnicar, Sara. 2003. Using Cluster Analysis for Market Segmentation - Typical Misconceptions, Established Methodological Weaknesses and Some Recommendations for Improvement. Australasian Journal of Market Research, 11, 2, 5-12 (Details)
2001 Mazanec, Josef A.. 2001. Neural Market Structure Analysis: Novel Topology-Sensitive Methodology. European Journal of Marketing, Special Issue on Computer Modelling in Marketing Management, 35, 7-8, 894-914, guest-edited by L. Moutinho (Details)
2000 Dolnicar, Sara, Leisch, F.. 2000. Behavioral Market Segmentation Using the Bagged Clustering Approach Based on Binary Guest Survey Data: Exploring and Visualizing Unobserved Heterogeneity. Tourism Analysis, 5, 2-4, 163-170 (Details)
  Reutterer, Thomas, Natter, Martin. 2000. Segmentation Based Competitive Analysis with MULTICLUS and Topology Representing Networks. Computers & Operations Research. Special Issue on Neural Networks for Business Applications, 27, 11-12, 1227-1247 (Details)

Chapter in edited volume

2006 Mazanec, Josef, Schuster, Ulrike, Wöckl, Jürgen. 2006. Defensive Strategies and Consumers' Bounded Rationality: An Artificial Market Simulation. In Advances in Doctoral Research in Management, Vol. 1, Hrsg. L. Moutinho and P. Rita, 105-134. London: World Scientific. (Details)
2005 Buchta, C., Mazanec, J. A.. 2005. Modeling Consumer Behavior: Basic Concepts and a Discrete-Time Model. in: Taudes, A. (ed.), Adaptive Information Systems and Modelling in Economics and Management Science, Springer, Vienna-New York 2005, pp. 23-44 (Details)
2004 Dolnicar, Sara, Leisch, Friedrich. 2004. Testing for Structural Change Over Time of Brand Attribute Perceptions in Market Segments. In: Bozdogan, H. (ed.): Statistical Data Mining and Knowledge Discovery. 297-307, Boca Raton: Chapman & Hall / CRC (Details)
2001 Dolnicar, Sara, Leisch, F.. 2001. Behavioral Market Segmentation of Binary Guest Survey Data with Bagged Clustering. In: Dorffner, G., Bischof, H. and Hornik, K. (eds.): Artificial Neural Networks - ICANN 2001. Vol. 2130 of Lecture Notes in Computer Science, 111-118, Springer, Berlin-Heidelberg (Details)
  Dolnicar, Sara, Leisch, F.. 2001. Behavioral Market Segmentation Using the Bagged Clustering Approach Based on Binary Guest Survey Data: Exploring and Visualizing Unobserved Heterogeneity. In: Mazanec, J. A., Crouch, G. I., Brent Ritchie, J. R., Woodside, A. G. (eds.): Consumer Psychology of Tourism, Hospitality and Leisure. Volume 2, 243-252, CAB International, New York (Details)
  Mild, Andreas, Reutterer, Thomas. 2001. Collaborative Filtering Methods for Binary Market Basket Data Analysis. In: Liu, J., Yuen, P.C., Li, C., Ng, J., Ishida, T. (eds.): Lecture Notes in Computer Science, Vol. 2252: Active Media Technology. 302-313, Berlin, Heidelberg: Springer-Verlag (Details)
  Mazanec, Josef A.. 2001. Mastering Unobserved Heterogeneity in Tourist Behaviour Research. In: Mazanec, J. A., Crouch, G. I., Brent Ritchie, J. R., Woodside, A. G. (eds.): Consumer Psychology of Tourism, Hospitality and Leisure. Volume 2, 253-271, CAB International, Wallingford-NewYork (Details)
  Dolnicar, Sara, Leisch, F.. 2001. Structural stability of market segmentation using binary data. In: Böhning, D. and Seidel, W.: Mixtures 2001: Recent Developments in Mixture Modelling. Hamburg, Germany (Details)
2000 Buchta, Christian, Reutterer, Thomas. 2000. Segmentation and positioning analysis of competitive retail markets based on binary store image and preference data. In: Buchta, Christian, Dolnicar, Sara, Reutterer, Thomas (eds.): A Nonparametric Approach to Perceptions-Based Market Segmentation: Applications. 73-142, Wien, New York: Springer-Verlag (Details)

Edited book (editorship)

2000 Buchta, Christian, Dolnicar, Sara, Reutterer, Thomas (eds.). 2000. A Nonparametric Approach to Perceptions-Based Market Segmentation: Applications. Interdisciplinary Studies in Economics and Management, 142 p., Wien, New York: Springer, ISBN 3-211-83474-5 (Details)
  Dolnicar, Sara, Buchta, Christian, Reutterer, Thomas (eds.). 2000. A Nonparametric Approach to Perceptions-Based Market Segmentation: Applications. Series: Interdisciplinary Studies in Economics and Management, Volume II, Springer-Verlag, Berlin (Details)

Contribution to conference proceedings

2003 Mild, Andreas, Reutterer, Thomas. 2003. Analysis of cross-category and inter-temporal purchase relationships in market basket data. Proceedings of the 32nd EMAC Conference, Glasgow (Details)
  Dolnicar, Sara, Leisch, Friedrich. 2003. Data-driven Market Segmentation - A Structure-based Conceptual Framework for Managerial Decision Support. ANZMAC CD Proceedings (Details)
  Dolnicar, Sara. 2003. Tracking Positioning Developments - Perceptual Changes in Hair Colorant Positioning in Eastern Europe. Proceedings of the 32nd EMAC Conference, CD (Details)
2002 Dolnicar, Sara. 2002. A Review of Unquestioned Standards in using Cluster Analysis for Data-driven Market Segmentation. ANZMAC CD Proceedings (Details)
  Dolnicar, Sara. 2002. Activity-Based Market Subsegmentation of Cultural Tourists. Proceedings of the 12th International Research Conference of the Council for Australian University Tourism and Hospitality Education (CAUTHE), CD (Details)
  Dolnicar, Sara, Freitag, Roman. 2002. Operationalizing Segment Choice Criteria. Proceedings of the 31st EMAC Conference, CD (Details)
  Dolnicar, Sara. 2002. Strategic Brand Image Analysis for Heterogeneous Markets - Applying Dynamic Perceptions Based Market Segmentation (dynPBMS) to Dishwashing Brand Data. ANZMAC CD Proceedings (Details)
  Dolnicar, Sara, Freitag, Roman. 2002. The Influence of Competition on the Success of Segmentation Strategies. Abstract Proceedings of the Marketing Science, p. 141 (Details)
2001 Dolnicar, Sara. 2001. Getting more out of three way data - simultaneous market segmentation and positioning applying perceptions based market segmentation (PBMS). CD Proceedings of EMAC 2001 (Details)
  Dolnicar, Sara, Leisch, F.. 2001. Knowing what you get - a conceptual clustering framework for increased transparency of market segmentation studies. Abstract Proceedings of the Marketing Science 2001, 88-89 (Details)
  Dolnicar, Sara, Leisch, F.. 2001. Structural stability of market segments - a comparative evaluation of mixture models and resample-and-combine techniques. Abstract Proceedings of the Marketing Science 2001, p. 249 (Details)
1999 Reutterer, Thomas, Natter, Martin. 1999. Market Segmentation and Competitive Analysis: MULTICLUS versus SOM. In: Hildebrandt, Lutz, Annacker, Dirk, Klapper, Daniel (eds.): Marketing and Competition in the Information Age. Proceedings of the 28th EMAC Conference on CD, Humboldt University, Berlin (Details)
1998 Reutterer, Thomas. 1998. Combined Market Structure and Segmentation Analysis Based on Brand Choice Data: Overcoming the Limitations of Conventional Techniques with Topologically Ordered Feature Maps. In: Pelton, Lou E., Schnedlitz, Peter (eds.): Proceedings of the 1998 AMA Marketing Exchange Colloquium, Hilton Hotel, Vienna, 402-417 (Details)
  Reutterer, Thomas. 1998. Competitive Market Structure and Segmentation Analysis with Self-Organizing Feature Maps. In: Andersson, Per (ed.): Proceedings of the 27th EMAC Conference. Track 5: Marketing Research, 85-115, Stockholm, Sweden (Details)
1996 Reutterer, Thomas. 1996. Analyzing Market Segments and Competitive Market Structure from Brand Switching Data. 9th EMAC/EIASM Colloquium for Doctoral Students in Marketing, Budapest, Hungary (Details)

Paper presented at an academic conference or symposium

2003 Mild, Andreas, Reutterer, Thomas. 2003. Analysis of cross-category and inter-temporal purchase relationships in market basket data. 32nd EMAC Conference, May 20-23, 2003, Glasgow, Scotland (Details)
  Dolnicar, Sara, Leisch, Friedrich. 2003. Data-driven Market Segmentation - A Structure-based Conceptual Framework for Managerial Decision Support. ANZMAC, Adelaide, Australia, 1.-3. December (Details)
  Dolnicar, Sara. 2003. Tracking Data-Driven Market Segments. Third Symposium of Consumer Psychology of Tourism, Hospitality and Leisure, Melbourne, Australia, 5.-8. January (Details)
2002 Meyer, D., Buchta, Ch., Karatzoglou, A., Leisch, F., Hornik, K.. 2002. A Simulation Framework for Heterogeneous Agents. 8th International Conference on Computing in Economics and Finance, Aix-En-Provence, France, 27.06-29.06.2002 (Details)
2001 Mazanec, Josef. 2001. 'The AE as a theory generator'. Starting simple or (midly) complex? Real, artificial or 'artireal'?. SFB-Workshop, 2.-3. Juli, Wien (Details)
  Mazanec, Josef, Mild, Andreas. 2001. Artifical * (Firm + Consumer Market) = It Works, Just Do It. Or: House of Quality meets boundedly rational consumers. SFB-Adaptive Friday, 2.3.2001, Wien (Details)
  Dolnicar, Sara. 2001. Getting more out of three way data - simultaneous market segmentation and positioning applying perceptions based market segmentation (PBMS). EMAC 2001, Bergen, Norway, Mai 8-11, 2001 (Details)
  Dolnicar, Sara, Leisch, F.. 2001. Knowing what you get - a conceptual clustering framework for increased transparency of market segmentation studies. Marketing Science 2001, Wiesbaden, Germany, June 5-8, 2001 (Details)
  Mazanec, Josef. 2001. The ACM experimental series: Starting with marketing-only experiments. SFB-Workshop, 25. September 2001, Wien (Details)
  Otter, Th., Frühwirth-Schnatter, S., Tüchler, R.. 2001. Unobserved Preference Changes in Metric Conjoint Analysis. Paper presented at the Conference on Bayesian Applications and Methods in Marketing (BAMMCONF), Fisher College of Business, Ohio State University, November/December (Details)
2000 Mazanec, Josef. 2000. SIMSEG. SFB-Klausur, 5.-6. Dezember 2000, Semmering (Details)
1999 Reutterer, Thomas. 1999. Combined Retail Image and Preferential Store Choice Analysis: A Multi-Method Comparison. 6th Recent Advances in Retailing & Services Science Conference, July 18-21, 1999, Las Croabas, Puerto Rico (Details)
  Reutterer, Thomas, Schiebel, Edgar. 1999. Compression and Representation of Market Basket Data. 23rd Annual Conference Gesellschaft für Klassifikation e. V.: "Classification and Information Processing at the Turn of the Millennium", 10-12 March, 1999, University of Bielefeld, Germany (Details)
  Reutterer, Thomas, Natter, Martin. 1999. Market Segmentation and Competitive Analysis: MULTICLUS versus SOM. 28th EMAC Conference, 11-14 May, 1999, Humboldt-Universität zu Berlin, Germany (Details)
1998 Reutterer, Thomas, Natter, Martin. 1998. Analyzing Competitive Market Structures and Consumer Heterogeneity: A Comparison of Simultaneous Approaches. INFORMS Marketing Science Conference on "Marketing Science in a Global Economy", July 10-13, 1998, INSEAD, Fontainebleau, France (Details)
  Reutterer, Thomas. 1998. Combined Market Structure and Segmentation Analysis Based on Brand Choice Data: Overcoming the Limitations of Conventional Techniques with Topologically Ordered Feature Maps. AMA Marketing Exchange Colloquium, July 23-25, 1998, Vienna, Austria (Details)
  Reutterer, Thomas. 1998. Competitive Market Structure and Segmentation Analysis with Self-Organizing Feature Maps. 27th EMAC Conference, 20-23 May, 1998, Stockholm School of Economics, Sweden (Details)
  Reutterer, Thomas. 1998. Panel-Data Based Competitive Market Structure and Segmentation Analysis Using Self-Organizing Feature Maps. 22nd Annual Conference Gesellschaft für Klassifikation e. V.: "Challenges for the Information Society Concerning Data Analysis and Knowledge Processing", 4-6 March, 1998, Dresden University of Technology, Germany (Details)
1997 Mazanec, Josef, Dolnicar, Sara, Zins, Andreas. 1997. Applications and selected experimental results of vector quantization for market structuring and segmentation. SFB-Adaptive Friday, 19.12.1997, Wien (Details)
  Reutterer, Thomas. 1997. Using Self-Organizing Feature Maps (SOMs) for Simultaneously Performing Positioning and Segmentation Analysis. New Concepts of Market Segmentation Conference, 23-24 November, 1997, Ekonomická univerzita v Bratislave, Slovakia (Details)
1996 Reutterer, Thomas. 1996. Analyzing Market Segments and Competitive Market Structure from Brand Switching Data. 9th EMAC/EIASM Colloquium for Doctoral Students in Marketing, 12-14 May, 1996, Budapest, Hungary (Details)
  Reutterer, Thomas. 1996. Inferring Competitive Market Structures: Current Methodological Issues and Outline of a Neurocomputing Approach. II CEMS Academic Conference: "Recent Developments in Research in Economics and Business: Perspectives for European Firms and Managers", 12-14 September, 1996, Università Commerciale Luigi Bocconi, Milan, Italy (Details)

Working/discussion paper, preprint

2003 Buchta, Christian, Meyer, David. 2003. Simenv 3.0: A generic simulation environment for dynamic agent-based simulations. Working Paper 100, SFB 'Adaptive Information Systems and Modeling in Economics and Management Science', August (Details)
2002 Buchta, Christian, Meyer, David, Mild, Andreas, Pfister, Alexander, Taudes, Alfred. 2002. The Emergence of Disruption. Working Paper No. 90, July 2002, Working Paper Series: Adaptive Information Systems and Modelling in Economics and Management Science, Wirtschaftsuniv. Wien (Details)
2001 Dolnicar, Sara, Leisch, F.. 2001. Behavioral Market Segmentation Using the Bagged Clustering Approach Based on Binary Guest Survey Data - Exploring and Visualizing Unobserved Heterogeneity. Report #53, May 2001, SFB 'Adaptive Information Systems and Modeling in Economics and Management Science', Vienna (Details)
  Otter, Th., Tüchler, R., Frühwirth-Schnatter, S.. 2001. Capturing Consumer Heterogeneity in Metric Conjoint Analysis Using Bayesian Mixture Models. Working Paper, Vienna University of Economics and Business Administration (Details)
  Dolnicar, Sara. 2001. Getting more out of three way data - simultaneous market segmentation and positioning applying perceptions based market segmentation (PBMS). Report #54, May 2001, SFB 'Adaptive Information Systems and Modeling in Economics and Management Science', Vienna (Details)
  Buchta, Chr., Mazanec, J.. 2001. SIMSEG/ACM: A Simulation Environment for Artificial Consumer Markets. Working Paper No. 79, SFB 010 Adaptive Information Systems and Modelling in Economics and Management Science (Details)
2000 Dolnicar, Sara, Leisch, F.. 2000. Getting more out of binary data: segmenting markets by bagged clustering. Working Paper No. 71, August 2000, SFB 'Adaptive Information Systems and Modeling in Economics and Management Science', Vienna (Details)
1999 Reutterer, Thomas, Natter, Martin. 1999. Segmentation Based Competitive Analysis with MULTICLUS and Topology Preserving Networks. Report Series No. 33, Special Research Programme on Adaptive Information Systems and Management in Economics and Management Science, Austrian Science Foundation (FWF) grant SFB#10, June (Details)
1998 Reutterer, Thomas. 1998. Combined Market Structure and Segmentation Analysis Based on Brand Choice Data: Overcoming the Limitations of Conventional Techniques with Topologically Ordered Feature Maps. Report Series No. 16, Special Research Programme on Adaptive Information Systems and Management in Economics and Management Science, Austrian Science Foundation (FWF) grant SFB#10, May (Details)
  Reutterer, Thomas, Natter, Martin. 1998. Market Segmentation and Competitive Analysis: A Comparison of Simultaneous Approaches. Working Paper No. 25, Special Research Programme on Adaptive Information Systems and Management in Economics and Management Science, Austrian Science Foundation (FWF) grant SFB#10, December (Details)
  Reutterer, Thomas. 1998. Panel-Data Based Competitive Market Structure and Segmentation Analysis Using Self-Organizing Feature Maps. Working Paper No. 12, Special Research Programme on Adaptive Information Systems and Management in Economics and Management Science, Austrian Science Foundation (FWF) grant SFB#10, March (Details)

Research report, expert opinion

2002 Meyer, D., Karatzoglou, A., Buchta, Ch., Leisch, F., Hornik, K.. 2002. A simulation environment for heterogeneous agents. SFB Adaptive Information Systems and Modeling in Economics and Management Science, Report 74 (Details)

Primary source collection

2002 Mazanec, Josef. 2002. Marketing Agents' Performance on the Artificial Consumer Market: The Role of Preference Overlap and Rationality Bounds. Spezialforschungsbereich "Adaptive Systems and Modelling in Economics and Management Science" (Details)

eJournal article

2006 Mild, Andreas, Taudes, Alfred. 2006. An agent-based investigation into the new product development capability. Computational and Mathematical Organization Theory http://dx.doi.org/10.1007/s10588-006-9012-5. (Details)

Dissertation

1997 Reutterer, Thomas. 1997. Neuronale Netzwerkverfahren als Ansatz zur Strukturierung und Segmentierung von Märkten - Eine empirische Analyse auf Basis von Haushaltspaneldaten. Dissertation, Wirtschaftsuniversität Wien, 398 S. (Details)

Unpublished lecture

2000 Mazanec, Josef. 2000. The SIMSEG Simulation Environment, Selected Results of the Research Initiative No. 3 on Product Positioning and Market Segmentation. SFB010 on 'Adaptive Systems and Modelling in Economics and Management Science, Hearing des FWF, 29. Jänner 2000, WU Wien (Details)
1999 Buchta, Christian, Dolnicar, Sara, Reutterer, Thomas. 1999. Applications of adaptive partitioning/permutational testing methodology to market structure and competition analysis. SFB-Adaptive Friday - Research Seminar of the Special Research Program on 'Adaptive Systems and Modeling in Economics and Management Science', 21-05-1999, Vienna, Austria (Details)
1997 Reutterer, Thomas. 1997. Strukturierung und Segmentierung von Märkten unter Anwendung von SOMs - Experimente auf Basis von Haushaltspaneldaten. Adaptive Modeling Workshop, Forschungsseminar der Initiative 3 im Rahmen des Spezialforschungsbereichs "Selbstlernende Modelle in den Sozial- und Wirtschaftswissenschaften", 06-06-1997, Wien, Austria (Details)
1996 Reutterer, Thomas. 1996. Self-Organizing Maps (SOMs) zur Strukturierung von Produktmärkten auf der Basis von Paneldaten. Forschungsseminar am Lehrstuhl für Marketing (Prof. Udo Wagner), Universität Wien, 10-06-1996, Wien, Austria (Details)

Classification

Expertise

  • consumer behavior
  • microsimulation
  • market segmentation
  • model construction
  • product policy