Network Analysis: the Application Possibility in Marketing Research

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  • ネットワーク分析：マーケティングリサーチへの応用可能性
  • ネットワーク ブンセキ : マーケティングリサーチ エ ノ オウヨウ カノウセイ

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Network analysis is a method which explains an actor’s action and result from the network which surrounds the actor. Although network analysis is getting a result with many fields, practical use on marketing research is behind. The factor is because it is ambiguous how various network indices should be interpreted and utilized in marketing research. In this paper, summarizing network analysis indices, models, and previous works, the application possibility in marketing research is viewed by showing some examples of analysis in consideration of the above-mentioned factor.

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