Marketing & Sales Research GroupProf. Dr. Martin Klarmann

 

Ausgewählte Publikationen

 

Control variables in marketing research

Martin Klarmann & Sven Feurer

Marketing ZFP – Journal of Research and Management (2018)

Handbook of market research

Christian Homburg, Martin Klarmann & Arnd Vomberg

Springer (2021)

What drives key informant accuracy?

Christian Homburg, Martin Klarmann, Martin Reimann & Oliver Schilke

Journal of Marketing Research (2012)

Die Kausalanalyse in der empirischen betriebswirt-schaftlichen Forschung – Problemfelder und Anwendungsempfehlungen

Christian Homburg & Martin Klarmann

Die Betriebswirtschaft (2006)

Methodische Problemfelder der Erfolgsfaktorenforschung: Bestandsaufnahme und empirische Analysen

Martin Klarmann

Gabler (2008)

Projekte

Current Projects

Predicting consumer’s mood in voice shopping. Voice shopping (through smart speakers, such as Amazon’s Echo) is inherently emotional. In particular, for consumers it is less clear whether they are interacting with a device or a person, creating a situation that—similarly to interactions with real individuals—is loaded with emotions. This research projects focuses on customer mood, since knowledge about customer mood potentially enables voice retailers to influence consumer’s decision. We examine the possibility to predict mood based on voice shopping data by applying a heuristic approach that uses knowledge on correlates of mood and a machine-learning approach. For further information, please contact: Martin Klarmann

Completed Projects:

Leveraging User-Generated Content to Automate Brand Preference Measurements. Marketing managers are currently under increasing pressure and have to change how they are perceived within organizations. They seek to move from a cost center towards a value center that manages value generating assets like brands, which ultimately influence the financial firm performance. However, measuring and managing these primarily intangible assets (e.g. Brand Equity and Customer Equity) with traditional market research methodologies is expensive, complicated and time-consuming. In this research, we want to explore how web-based data sources (e.g. product reviews, blogs, forums or social networks) could be analyzed with novel Text Mining approaches from the Information System research stream to automated brand preference measurements, which allows marketing managers a continuous tracking of their brand performance. Our goal is to automated the identification of product attributes (functional and non-functional) that are relevant for consumer purchase decisions, derive their utility levels and compare the outcome with Choice-based Conjoint results on an aggregated Level. Further information can be found here External Link.

 

Internet marketing analytics: How do they affect customer wellbeing? More and more consumers purchase products and services online. This creates truly „Big Data“ for firms that can observe search and shopping behavior in an unprecedented manner. However, these possibilities for collecting and analyzing data make customers increasingly uncomfortable. Moreover, they seem to negate the initial promise of customer empowerment through the Internet. In this research project, we try to analyze how Internet usage and consumer wellbeing are connected. We will then turn to understand whether and how online marketing practices influence a potential relationship. For further information, please contact: Martin Klarmann

 

Print publications and their websites: Cannibalization or synergies? This research project examines the interrelation of print and online media with regard to cannibalization and synergy effects. It takes two-sided market effects explicitly into account and focuses on magazines/newspapers and their companion websites. After almost twenty years of coexistence and transparent market information this research project is backed by a comparably comprehensive set of data. A Vector Autoregression Analyses assesses the drivers and factors of companion websites that promote print usage and advertising sales. For further information, please contact: Martin Klarmann

 

Collective database for studies on TV advertising effectiveness. Google adwords and related online advertising tools provide instant information about the return on advertising investment. This has created an increased need for also understanding outcomes of more traditional forms of advertising. In this project financed by Wirkstoff TV, the association of German TV stations, we seek to establish a database aggregating data on TV advertising effectiveness collected from German TV stations, academics, and TV advertisers. Further information can be found here External Link.

 

Validating the price-quality map. The price-quality-map appears to be one of the most frequently employed strategic tools in marketing, particularly pricing. However, nobody knows if the implicit assumptions made when employing the map hold true. We conduct a series of empirical studies to test the validity of this major strategic tool. Further information can be found here External Link.