An Estimation of the Market Potential for a New Service by Applying the Ordered Response Model

被引：0

作者：

Joo, Young Jin ^{[1
]}

Sawng, Yeong Wha ^{[2
]}

机构：

[1] Chungbuk Natl Univ, Cheongju, South Korea

[2] ETRI, Cheongju, South Korea

来源：

JOURNAL OF GLOBAL SCHOLARS OF MARKETING SCIENCE | 2005年 / 15卷 / 02期

关键词：

diffusion model; market potential; ordered response model; digital multimedia broadcasting;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In this research, we develope an estimation method for the estimation of the market potential in the new service (or product) diffusion model. The developed method is based on the ordered response model which can effectively incorporate the survey result of the multi-point scale intention for subscription as well as the responder's characteristics, the characteristics & attitudes of the related service. We also apply the developed method to an estimation of the market potential of the digital multimedia broadcasting (DMB) service. As a result, an optimistic and a pessimistic estimates of DMB market potential are 41.10% and 14.83% of the cellular subscribers respectively.

引用

页码：141 / 159

页数：19

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