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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Mobile Dm Coupon Promotion In Japan: A Case Study On Response Behavior Changes In Services Consumptiona, Fumiyo Kondo, Yasuhiro Uwadaira, Mariko Nakahara, Shahriar Akter
Mobile Dm Coupon Promotion In Japan: A Case Study On Response Behavior Changes In Services Consumptiona, Fumiyo Kondo, Yasuhiro Uwadaira, Mariko Nakahara, Shahriar Akter
Shahriar Akter
This chapter investigates the changes in customers' responses to mobile direct mail (DM) coupons on the shop visit probability (SVP) of a beauty parlor. Two experiments were carried out to examine the promotional effects of mobile DM coupons. The first experiment, conducted in 2004, compared mobile DM coupons with postcard DM coupons. The mobile DM coupons were found to have no effect on SVP, although positive effects were observed for postcard DM coupons. The second experiment, conducted in 2005 with three types of mobile DM coupons, compared the responses of new customers with those of repeat customers. The results varied …
The Case Study Methodology In Place Management Research And Practice, Gregory Kerr, Gary Noble, John Glynn
The Case Study Methodology In Place Management Research And Practice, Gregory Kerr, Gary Noble, John Glynn
John J Glynn
Purpose: The purpose of this paper is to assist those in the relatively new field of place management to undertake sound and appropriate research for which there is a current need. Approach: This paper identifies and provides an interpretation of key terms associated with research in the social and behavioural sciences and then recommends the case study methodology as being appropriate for research in place management. Findings: Based on a review of the literature this paper offers a viewpoint about the meaning and application of the terms ‘methodology’, ‘methods,’ ‘ways’, ‘strategies’ and ‘approaches’ when they are applied to research. Research …