首页 | 本学科首页   官方微博 | 高级检索  
     


Analysing markets within the latent class approach: an application to the pharma sector
Authors:Francesca Bassi
Affiliation:Department of Statistics, University of Padova, , Italy
Abstract:In this paper, the latent class approach is applied to an analysis of the Italian pharmaceutical market. The application serves as an example of how fruitfully latent class methodology can be implemented in marketing research. The sector in question shows a high level of competitiveness, more limited economic budgets than years ago and, at the same time, expensive sales and promotion activities; in this context, it is very important to know the reference market to design appropriate marketing strategies. Taking into account the hierarchical structure of the data, this paper: (i) identifies groups of doctors with similar attitudes toward pharmaceutical representatives' work and (ii) verifies which aspects of promotional activity are significant to influence prescription quantities. Copyright © 2012 John Wiley & Sons, Ltd.
Keywords:hierarchical datasets  multilevel models  latent class regression models  market segmentation
设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号