Purpose: The present study aims to give a short introduction into the possibilities offered by Voyant Tools to quantitatively explore qualitative data on the Sales-Marketing Interface (SMI).Design/methodology/approach: The study is exploratory in nature. The sample consists of sales and marketing employees of six manufacturing companies. Answers to three open-ended questions were analysed quantitatively and visualised in various ways using the online toolset of Voyant Tools. We experimented with four different tools out of the twenty four offered by Voyant Tools. These tools were: Cyrrus tool, Correlation tool, Topics tool and Scatter plot tool. All four tools that were tested on the data have scalable parameters. Various settings were tested to demonstrate how input conditions influence modelling of the textual data.Findings: It was demonstrated that the four selected text analysis tools can yield valuable information depicted in the form of attractive visualisation formats. It is also highlighted how rushed conclusions can be arrived at by falsely interpreting the visualised data. It is shown how setting different input parameters can affect results. Out of the four examined tools the Scatter plot tool offering an analysis and modelling method based on t-SNE (t-Distributed Stochastic Neighbour Embedding) proved to yield the most complex information about the text. Research limitations/implications: As the study aimed to be exploratory a sample of convenience was used to collect qualitative data. Although quantitative methods can be invaluable tools of preliminary analysis and hypothesis adjustment in the processing of qualitative data, their results should always be checked against the traditional content analysis techniques which are more sensitive to the complex structure of semantic units. These quantitative techniques are to help early exploration of textual data.Practical implications: Managerial implications might be connected to the fact that in a fast changing global business environment managers and corporate decision makers in general might find the attractive visualisation outputs of Voyant Tool easy to analyse and interprete various aspects of business. As Voyant Tools is an open source, free online sofware not even requiring regsitration and at the same time has an impressive array of sophisticated statistical tools, it might be a cost-effective way of analysing qualitative data. Originality/value: As there is virtually no earlier literature on how quantitative data visualisation techniques can be used in marketing research, especially in the analysis of the SMI, utilisation possibilities of Voyant Tools and other quantitative data analysis and visualisation software for handling qualitative data is definitely a worthwhile area for further research.
Purpose-This paper aims to explore the manner in which cooperation between sales and marketing in pharmaceutical manufacturing companies (PMC) (n=16) and non-pharmaceutical manufacturing companies (NPMC) (n=31) is aff ected by selected indicators. It also attempts to demonstrate how the Partial Least Square (PLS) path modelling technique can reveal latent mechanisms in the interplay of the examined factors aff ecting SM cooperation. Design/methodology/approach-Data collection was carried out in the form of an online questionnaire. The rating scale data gathered was analyzed using PLS path modelling. Sažetak Svrha-Cilj je rada istražiti kako odabrani indikatori utječu na suradnju između prodaje i marketinga u farmaceutskim (n=16) i nefarmaceutskim proizvodnim poduzećima (n=31). Isto tako, rad pokušava pokazati kako PLS metoda parcijalnih najmanjih kvadrata, kao tehnika modeliranja staza, može otkriti latentne mehanizme u međusobnom djelovanju istraživanih faktora koji utječu na suradnju između prodaje i marketinga. Metodološki pristup-Podaci su prikupljeni korištenjem online anketnog upitnika s mjernim ljestvicama. Analizirani su primjenom PLS metode parcijalnih najmanjih kvadrata.
The energy invested in research in this topic is justified by the fact that the lack of optimal integration between SM (sales-marketing) can negatively affect overall corporate efficiency. The aim of this article is to present possible research methods that can reveal the impact of selected indicators, such as information exchange, coordination, vision and communication, conflicts, on the operation of the SM interface, according to Hungarian and foreign employees of international companies, and how they affect sales and marketing collaboration between pharmaceutical companies (PMC) and non-pharmaceutical companies (NPMC). It also attempts to demonstrate how the Partial Least Square (PLS) path modeling technique can provide valuable information on the consequences of management activity, and how the methods provided by Voyant Tools provide further research through quantitative analysis of qualitative data on the marketing sales interface (SMI), they can open up opportunities. The PLS-PM modeling technique was used to explore the relationships between the selected factors and possible hidden variables. These results clearly demonstrate that there are factors that influence SM collaboration that operate differently in PMCs and NPMCs, and that nationality differences can have a significant impact on how employees evaluate factors that affect SM collaboration. Of the methods we selected by Voyant Tools, the t-SNE (t-Distributed Stochastic Neighbour Embedding) tool proved to be the most sophisticated analysis, allowing the deepest analyzes by exploring relationships between groups of terms.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.