Analyzing Sequences in Marketing Research

Günter Silberer
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Günter Silberer: Georg-August-University Göttingen

Chapter 10 in Quantitative Marketing and Marketing Management, 2012, pp 209-224 from Springer

Abstract: Abstract In this paper, the author emphasizes that sequences of discrete events and states researched in sociology and psychology are largely neglected in marketing research. Nonetheless, sequences are typical attributes of market behavior. Against this background, the author addresses the questions of which sequences could be of particular interest to marketing science and practice and how they could be researched empirically.

Keywords: Sequence Analysis; Market Behavior; Buying Sequences; Marketing Sequences; Customer Behavior; Uni- and Multidimensional Sequences (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-3722-3_10

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DOI: 10.1007/978-3-8349-3722-3_10

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