Visualizing asymmetric competition among more than 1,000 products using big search data Ringel, Daniel M. and Skiera, Bernd 2016, Visualizing asymmetric competition among more than 1,000 products using big search data, Marketing Science, vol. 35, no. 3, pp. 511-534, doi: 10.1287/mksc.2015.0950. Attached Files Name Description MIMEType Size Downloads Title Visualizing asymmetric competition among more than 1,000 products using big search data Author(s) Ringel, Daniel M. Skiera, Bernd orcid.org/0000-0001-9285-2013 Journal name Marketing Science Volume number 35 Issue number 3 Start page 511 End page 534 Total pages 24 Publisher Institute for Operations Research and the Management Sciences Place of publication Catonsville, Md. Publication date 2016-05 ISSN 0732-2399 Keyword(s) big data competitive market mapping asymmetric competition online search product- and price-comparison sites Summary In large markets comprising hundreds of products, comprehensive visualization of competitive market structures can be cumbersome and complex. Yet, as we show empirically, reduction of the analysis to smaller representative product sets can obscure important information. Herein we use big search data from a product- and price-comparison site to derive consideration sets of consumers that reflect competition between products. We integrate these data into a new modeling and two-dimensional mapping approach that enables the user to visualize asymmetric competition in large markets (>1,000 products) and to identify distinct submarkets. An empirical application to the LED-TV market, comprising 1,124 products and 56 brands, leads to valid and useful insights and shows that our method outperforms traditional models such as multidimensional scaling. Likewise, we demonstrate that big search data from product- and price-comparison sites provide higher external validity than search data from Google and Amazon. Language eng DOI 10.1287/mksc.2015.0950 Indigenous content off Field of Research 150505 Marketing Research Methodology 150503 Marketing Management (incl Strategy and Customer Relations) 150501 Consumer-Oriented Product Or Service Development 080704 Information Retrieval and Web Search 1505 Marketing Socio Economic Objective 910403 Marketing HERDC Research category C1.1 Refereed article in a scholarly journal ERA Research output type C Journal article Copyright notice ©2016, INFORMS Persistent URL http://hdl.handle.net/10536/DRO/DU:30091168 Document type: Journal Article Collections: Faculty of Business and Law Department of Marketing 2018 ERA Submission Related Links Link Description Connect to Elements publication management system Go to link with your DU access privileges   Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Fri, 10 Feb 2017, 08:29:52 EST Sat, 11 Feb 2017, 04:00:06 EST Mon, 13 Feb 2017, 07:15:27 EST Fri, 24 Feb 2017, 05:06:31 EST Fri, 03 Mar 2017, 14:47:18 EST Fri, 03 Mar 2017, 14:50:29 EST Mon, 05 Jun 2017, 10:27:26 EST Sat, 17 Jun 2017, 02:53:24 EST Thu, 03 Mar 2022, 11:37:11 EST Mon, 07 Mar 2022, 13:43:09 EST Filtered Full Citation counts:   Cited 34 times in TR Web of Science Cited 41 times in Scopus Search Google Scholar Access Statistics: 560 Abstract Views, 5 File Downloads  -  Detailed Statistics Created: Fri, 10 Feb 2017, 08:29:52 EST