Sentiment Analysis to Support Marketing Decision Making Process: A Hybrid Model

2020 ◽  
pp. 614-626
Author(s):  
Alaa Marshan ◽  
Georgia Kansouzidou ◽  
Athina Ioannou
Keyword(s):  
Decision Making ◽  
Sentiment Analysis ◽  
Hybrid Model ◽  
Decision Making Process ◽  
Marketing Decision

A Step Further in Sentiment Analysis Application in Marketing Decision-Making

2019 ◽  
pp. 211-221
Author(s):  
Erick Kauffmann ◽  
David Gil ◽  
Jesús Peral ◽  
Antonio Ferrández ◽  
Ricardo Sellers
Keyword(s):  
Decision Making ◽  
Sentiment Analysis ◽  
Marketing Decision ◽  
Analysis Application

A dynamic group decision making process for high number of alternatives using hesitant Fuzzy Ontologies and sentiment analysis

2020 ◽  
Vol 195 ◽  
pp. 105657 ◽  
Author(s):  
J.A. Morente-Molinera ◽  
F.J. Cabrerizo ◽  
J. Mezei ◽  
C. Carlsson ◽  
E. Herrera-Viedma
Keyword(s):  
Decision Making ◽  
Sentiment Analysis ◽  
Group Decision Making ◽  
Group Decision ◽  
Decision Making Process ◽  
Dynamic Group

Promotion on Marketing Decision-Making: “Case Study Albtelecom Eagle Mobile”

2018 ◽  
Vol 1 (3) ◽  
pp. 78
Author(s):  
Servet Gura ◽  
Kriselda Gura
Keyword(s):  
Decision Making ◽  
Product Life Cycle ◽  
Primary Data ◽  
Decision Making Process ◽  
Target Market ◽  
Telecommunication Sector ◽  
Marketing Decision ◽  
Telecommunication Companies ◽  
Key Factor ◽  
Or Organization

Decision-making is what is behind every action performed by each entity, company or organization. Due to the fact that, telecommunication companies can be listed among the organizationswhich undertake almost more than other companies promotion activities, this paper analyses the marketing decision-making process related to promotion mix of one of the largest company of the telecommunication sector in Albania “Albtelecom- Eagle Mobile”. The study aims to observe marketing decision-making process at telecommunication companies, presentation of the practical side of this process, and to identify factors that influence this process in Albanian market. Methodology used to collect the primary data/informationand to arrive in concrete results, is interview with open question. Among the main and concrete finding of the work we may emphasize those: while the company undertake promotion decisionthe purpose of promotion should be to sell something, product life cycle is the key factor taken into consideration on promotion activities by the companies operating on the telecommunication sector, thecustomers buying nature significantly affect the promotional strategy of companies, and most importantly, companies must promote with a certain strategy. It finally recommends development of promotional activities which are more creative, and attraction of the target market through those activities, companies must be sure for the message to be easily understandable for the consumers and customers.

Strategic marketing in times of recession versus growth: New Zealand manufacturers

2015 ◽  
Vol 27 (4) ◽  
pp. 600-627 ◽  
Author(s):  
Roger Brooksbank ◽  
Zahed Subhan ◽  
Ronald Garland ◽  
Scott Rader
Keyword(s):  
Decision Making ◽  
New Zealand ◽  
Manufacturing Sector ◽  
Strategic Marketing ◽  
Economic Conditions ◽  
Decision Making Process ◽  
Content Type ◽  
Marketing Decision ◽  
Competitive Success ◽  
Compare And Contrast

Purpose – On the basis of lessons gleaned from previous research into successful strategic marketing practices in times of both recession and growth, and in the face of an ongoing post-global financial crisis “hangover” characterised by unpredictable trading conditions both worldwide and in the Asia-Pacific region, the purpose of this paper is to provide insights and advice for marketing strategists within New Zealand’s manufacturing sector. Design/methodology/approach – The inquiry is based on two point-in-time mail surveys, one during recessionary conditions and the other during favourable economic conditions, with similar samples of 427 and 272 New Zealand manufacturers, respectively. Data analyses were conducted using SPSS and sought to compare and contrast successful strategic marketing decision making between the two time-points. Findings – The results confirm that, irrespective of prevailing economic circumstances, basic strategic marketing plays a pivotal role in facilitating the competitive success of New Zealand manufacturers. However, with the notable exception of three “evergreen” practices – targeting selected market segments, competing on the basis of value-to-the-customer, and finding new ways to do business – the results also suggest that different economic conditions otherwise necessitate quite different priorities for success at each stage of the strategic marketing decision-making process. Research limitations/implications – Due to relatively low-response rates, the extent to which the study samples are representative of the population under scrutiny remains unknown. Also, since an identical questionnaire was administered at two time-points ten years apart, differences in the respondents’ interpretation of certain questions and some of the marketing vocabulary and terminology used cannot be ruled out. Practical implications – The research highlights the important contribution that strategic marketing makes to the achievement of competitive success in New Zealand’s manufacturing sector. It also identifies some of the underlying “key drivers” that best predict successful strategic marketing decision making in times of recession compared with growth, thereby indicating a number of key lessons for marketing strategists. Originality/value – This study addresses a number of gaps in the empirical marketing literature. Although many previous studies have shown various strategic marketing activities to be critical to competitive success, few have examined it as a multi-step decision-making process and none have done so in the context of New Zealand manufacturing. Nor have previous studies sought to compare and contrast effective strategic marketing decision-making set against the background of contrasting economic circumstances.

scholarly journals Implications of the main mathematical methods on marketing decision making process

2012 ◽  
Author(s):  
Ioana Olariu
Keyword(s):  
Decision Making ◽  
Decision Analysis ◽  
Methodological Approach ◽  
Decision Makers ◽  
Decision Making Process ◽  
Mathematical Methods ◽  
Marketing Decision ◽  
Marketing Actions ◽  
Analysis Models ◽  
Selection Of

Decision analysis incorporates both the awareness of decision makers, which is located between total confidence and total ignorance and action values assigned to outcomes variants, meaning decision makers preferences. Marketing actions are often insecure. Under these conditions, to achieve the desired result, the company management shall have decision analysis models based on mathematical theories developed in recent decades. Decision analysis is the procedural and formal logic highlights include decision makers a situation and a number of techniques that determine the selection of a solution which solves the problem. Methodological approach of this process serves to form makers options.

scholarly journals Underreporting traffic accidents in Malaysia – a sentiment analysis

2021 ◽  
Vol 36 ◽  
pp. 01015
Author(s):  
Zamira Zamzuri
Keyword(s):  
Decision Making ◽  
Sentiment Analysis ◽  
Traffic Accident ◽  
Traffic Accidents ◽  
Latent Dirichlet Allocation ◽  
Accident Analysis ◽  
Decision Making Process ◽  
Reporting Process ◽  
Accident Data ◽  
A Minor

The underreporting scenario is claimed to be the source of the extra zeros in traffic accident data. This leads to a latter problem in which the fitted statistical model may not be able to produce correct and reliable estimates. Understanding the root of problem as to what is the main cause of the underreporting scenario is essential to assist on the decision making process in traffic accident analysis. In this study, 200 Malaysian drivers were interviewed on their sentiments towards this issue. Their opinions on the causes of underreporting scenario are investigated then assessed using text analyses. First, the Latent Dirichlet Allocation text modelling is employed to find the underlying themes in the reasons of not reporting a traffic accident. Then, the polarity of the topics is measured using a lexicon based sentiment analysis. Results showed that majority Malaysian drivers (80.5%) consider that reporting a minor or non-fatality accident is not important and can be neglected. The decision is due to the fact that of complicated and time consuming reporting process. The drivers are also asked on their opinion after the consequences of underreporting are informed to them. The polarity of their answers shifted to more positive in which 71% drivers will report an accident that occur in the future.

Theory or Research for the Marketing Decision-maker?

1966 ◽  
Vol 30 (2) ◽  
pp. 52-55
Author(s):  
William F. O'Dell
Keyword(s):  
Decision Making ◽  
Decision Maker ◽  
Marketing Research ◽  
Decision Making Process ◽  
Marketing Theory ◽  
Research Activity ◽  
Marketing Decision ◽  
Selection Of

Marketing theorists and marketing men in business view each other with mild suspicion, neither fully recognizing that the activities of both groups are aimed at improving the decision-making process. The author of this article holds that marketing research is more useful than marketing theory in the selection of the most appropriate course of marketing action. He believes that the most fruitful opportunities for the marketing theorist are in the development of theory for improving the design of marketing research activity.

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