Premium
Computerized sociometric marketing: Advances and prospects
Author(s) -
Bainbridge William Sims
Publication year - 1991
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220080404
Subject(s) - sociometry , marketing , marketing research , consumer behaviour , psychology , management science , social psychology , business , engineering
The prospects for marketing research and marketing programs that emphasize social influences on consumer behavior have been signficantly improved by recent methodological advances, particularly the development of powerful computer software. Three valuable approaches are linked pair research, computerized sociometry, and computer simulation of theories. Examples of each of these show both that real progress has been achieved and that opportunities exist for new and profitable computer applications.