WOM Research #2.10
- Winning Research Brought to You by WOMMA
- After Internet, Vacationers Turn to Word of Mouth
- 82% of Online Newspaper-Users Purchase Products Online
- From the Archives:
Customer Satisfaction Meets Catastrophe Modeling
 Tell a friend: http://www.womma.org/taf.htm
1> Winning Research Brought to You
by WOMMA
WOMMA is proud to recognize the award-winning papers from our forthcoming book, "Measuring Word of Mouth Vol. 2." Winning papers were chosen from the more than 20 papers submitted for inclusion in WOMMA's second word of mouth marketing research anthology, and are being acknowledged for their dramatic contributions to the industry's growing wealth of data.
Winning Papers:
* Best Demonstration of ROI -- Measuring the Value of a Managed
WOM Program in Test & Control Markets
Valerie Alderson, Senior Campaign Analyst, BzzAgent
* Best Discussion of Lessons Learned -- Single-Source WOM
Measurement: Bringing Together Senders & Receivers; Inputs &
Outputs
Ed Keller, CEO, and Brad Fay, COO, The Keller Fay Group
* Best Use of WOMMA Terminology Framework -- Combining Several
Metrics from the WOMMA Terminology Framework to Manage
Consumer Expectations: A Report on How One ABC American Inventor
Incorporates WOM for a Holistic Approach
William Mosher, Founder/Director, Echopinion!
All attendees to WOMMA's Word of Mouth Marketing Research Symposium will receive a free copy of the 200+ page, research-saturated book. It's a great way to make sure conference learnings find their way back to the office.
Register for the Research Symposium today.
2> After Internet, Vacationers Turn to
Word of Mouth
When it comes to single, primary sources of vacation planning information, word of mouth is second only to the internet, according to a recent telephone survey conducted for the U.S. Tour Operators Association.
* Word of mouth is used more by women (33%) than by men (24%).
* For 35% of respondents, the internet was the primary source.
* 39% of men named the internet as their source of choice, versus 33% of women.
* 10% of respondents named travel agents as their primary source for vacation information.
Learn more
3> 82% of Online Newspaper-Users
Purchase Products Online
Not only are people who visit newspaper websites daily more likely to make online purchases, but they are also more likely to put internet advertising and shopping information to good use, according to a study conducted by MORI Research for the Newspaper Association of America. Results show that 82% of online newspaper users claim to also purchase products online, while only 55% of non-users make the same claim.
Other findings:
* 76% of newspaper website users browse products for sale, versus 48% of non-users.
* 43% of users download coupons, versus 14% of non-users.
* 78% check store hours and location, versus 36% of non-users.
Learn more
4> From the Archives:
Customer Satisfaction Meets
Catastrophe Modeling
Marketers know that satisfied customers translate into repeat purchases, positive word of mouth, and favorable predispositions, but customer satisfaction is still a tricky metric to chart. In their 1995 Behavioral Science article, Terence Olivia, Richard Oliver, and William Bearden contend that a customer satisfaction model that "relaxes the linearity assumption" and "allows for lagged and threshold effects of performance increments" on responses is the superior model for analyzing cause and effect. The authors used the cusp catastrophe model -- rarely used in marketing previously -- to more fully illustrate the customer satisfaction factors and effects.
According to the authors, the catastrophe model is superior to the linear model in identifying possible causality and in predicting future outcomes, in part because it is able to consider variables that may shift even while consumers' estimate of performance stays constant, something not plotted on linear models.
Learn more |
|
Back to newsletter list
