"Scientific research" Almanac

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  OPPORTUNITIES FOR INCREASING THE QUALITY OF DATA FROM ONLINE SURVEYS

  The emergence and evolution of Internet and related applications have changed many areas of public life. The methods of gathering marketing information have also changed. Less and less often surveys are printed on paper and are conducted in a web environment. The reasons are simple – online surveys are conducted faster and cheaper, they are easy ... The emergence and evolution of Internet and related applications have changed many areas of public life. The methods of gathering marketing information have also changed. Less and less often surveys are printed on paper and are conducted in a web environment. The reasons are simple – online surveys are conducted faster and cheaper, they are easy to spread, they offer useful functionalities. A major challenge for marketing researchers is to ensure that online surveys are representative. The main purpose of this study is to examine whether the structure of a sample, drawn from an online survey, corresponds to the structure of the studied aggregation. Another objective of the study is to examine how respondents react to incentives offered for participation in an online survey. This study presents the results of three online surveys. Each survey examines specific aggregation: Facebook page fans; visitors to a web site; population of Bulgaria aged 13-54. Two surveys were conducted through Facebook advertising. One survey was conducted among the visitors of a web site. To compare the sample and general aggregation, we have used χ2 criterion for one sample and Kiril Gatev’s integral coefficient. In the case of studying Facebook page fans, the sample matches the set of variables "sex" and "residence". In order to validate the three samples, the following information sources were used: The National Statistical Institute; Facebook page Insights; Google Analytics reports. In both surveys made via Facebook advertising, a very low cost was obtained for a response. In the survey of site visitors, the cost of a response is practically zero. To test how incentives affect respondents' activity, two types of prizes are offered – USB Flash memory stick (3 pcs.) and External hard disk drive (2 pcs.). In this study, we have found that the incentives offered do not increase respondents’ responsiveness to a degree justifying the costs of purchasing and delivering the prizes.

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  STUDYING THE COUNTERPARTY RISK IN INDUSTRIAL ENTERPRISES (ALONG THE LINES OF THE BREWING INDUSTRY)

  The purpose of the present study is to investigate the manifestation of counterparty risk in the operation of Bulgarian breweries and to highlight specific business solutions and practices for its effective management. In this regard, the following tasks are formulated and implemented: studying and summarizing the theoretical formulations of ... The purpose of the present study is to investigate the manifestation of counterparty risk in the operation of Bulgarian breweries and to highlight specific business solutions and practices for its effective management. In this regard, the following tasks are formulated and implemented: studying and summarizing the theoretical formulations of counterparty risk in industrial enterprises; analyzing and evaluating the current state and identifying the development trends of the brewing industry in the European Union and in Bulgaria, in particular; investigating the risky circumstances and situations arising from the actions and responses of corporate counterparties; summarizing and presenting the results of the conducted empirical survey; highlighting the best practices and initiatives for counterparty risk management in the surveyed business establishments. The main research thesis is that identifying, maintaining and developing partner relationships and interactions with certain counterparties (suppliers, clients, distributors and other physical persons and/or legal entities and the subsequent change in their actions and responses lead to unforeseen and unexpected risk situations in the breweries. As a result of the survey, the study identifies the current situation, the specificity and dynamics in the development of the brewing industry within the European Union and Bulgaria, as well as the bearers of counterparty risk in the brewing enterprises in the country and the most problematic situations and weaknesses in working with them, and outlines the guidelines and priorities for reducing, limiting, avoiding and eliminating the counterparty risk in the surveyed respondents.

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  IMPACT OF CONSUMER PROMOTIONS ON CUSTOMER-BASED BRAND EQUITY

  The present research paper outlines the effects of consumer promotions. Its subject is the type and frequency of effects of consumer promotions on customer-based brand equity dimensions. The leading role of consumer promotions within the communication mix, both nationally and globally, along with the lack of unambiguous evidence about their effect ... The present research paper outlines the effects of consumer promotions. Its subject is the type and frequency of effects of consumer promotions on customer-based brand equity dimensions. The leading role of consumer promotions within the communication mix, both nationally and globally, along with the lack of unambiguous evidence about their effect on brand equity as a top intangible asset, underlie the motivation of the current research. The present work aims to confirm the research thesis that consumer promotions can generate both positive and negative effects on customer-based brand equity depending on their type and frequency. The negative effects of monetary promotions, the positive effects of non-monetary promotions and promotions frequency on perceived quality and brand loyalty are estimated by structural equation modelling and finite mixture approach. The segmentation analysis provides estimates of the effects according to the degree of brand loyalty. According to the results, monetary promotions are more appropriate for the non-loyal segment, while non-monetary promotions are more appropriate for the loyal segment.