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Publicación Analyzing customer satisfaction through online reviews using topic modeling and linguistic model: A study of a hotel chain in Madrid(Springer, 2025-06-01) Shu, Ziwei; Sánchez Figueroa, María CristinaAbstract With the widespread use of social media and review platforms, Electronic Word of Mouth (eWOM) has a greater reach and influence than traditional Word of Mouth (WOM), becoming a vital information source for customers and companies. Online reviews, a representative type of eWOM, are essential for guiding customer hotel choices and helping hotel managers gain valuable insights for necessary improvements. Mining online reviews and sentiment analysis are popular research areas, where sentiment analysis typically classifies the overall sentiment of customer reviews as positive, neutral, or negative. This study presents an approach for analyzing hotel customer satisfaction using the Latent Dirichlet Allocation (LDA) model and the 2-tuple linguistic model. The LDA model, widely used for topic modeling, is employed to identify the topics that matter more to customers and influence their satisfaction. The 2-tuple linguistic model is applied in sentiment analysis to address information loss when converting compound scores into sentiment labels, offering a clearer and more intuitive representation of sentiment while retaining the information. The proposed model analyzes 26,740 TripAdvisor reviews from twenty hotels in Madrid that are part of the same hotel chain. The results highlight the importance of considering variations in hotel scores and rankings across different languages, as identical rankings do not always correspond to the same sentiment scores from English-speaking and Spanish-speaking reviews, and vice versa. This study contributes to online reviews research and hotel management by offering a clearer and more accurate expression of customer review sentiment through 2-tuple values, and the most frequent topics from reviews.Publicación Aprendizaje activo en estadística: El Trabajo Fin de Máster como nexo entre universidad y empresa(Thomson Reuters-Civitas, 2023-02-22) Sánchez Figueroa, María Cristina; González Martínez, Rocío; Fernández-Avilés Calderón, Gema; Guillén Riquelme, A.En los últimos años se ha llevado a cabo una progresiva implantación de metodologías activas centradas en la importancia del rol activo del estudiante, puesto que es él (guiado y motivado por el profesor) quien se enfrenta al reto de aprender y asume un papel activo en la adquisición del conocimiento (Del Castillo, 2018). El papel proactivo que debe asumir el estudiante con estas metodologías se ha acelerado con la irrupción en la educación tradicional del factor tecnológico, que permite que los estudiantes asimilen conocimientos de manera activa. La enseñanza contextualizada y el uso de las Tecnologías de la Información y Comunicación están ayudando a implantar aprendizajes efectivos. Con ellos, los estudiantes pueden experimentar para mejorar su comprensión de nociones y técnicas que les suelen resultar complicadas (Pérez et al., 2019). No obstante, la formación universitaria sigue siendo poco aplicada y, por ello, aún existe margen de mejora (Ramos, 2018). Nuestro trabajo va en esta línea, trata de potenciar nuevas metodologías docentes que tengan como objetivo el aprendizaje del estudiante orientado a su actuación como profesional. Para ello, el estudiante llevará a cabo la implementación del Cross Industry Standard Process for Data Mining, un modelo de proceso independiente de la industria para la minería de datos (Martínez-Plumed et al., 2021; Schröer et al., 2021) con el que resolverá problemas de empresa similares a los que va a encontrar al incorporarse al mercado laboral, fomentando el desarrollo de competencias personales y profesionales.Publicación Capítulo 53: Segmentación de clientes en el comercio minorista Fundamentos de ciencia de datos con R (McGraw-Hill Interamericana de España)(McGraw Hill Interamericana de España, 2023) Fierro Martín, Jaime; González Martínez, Rocío; Sánchez Figueroa, María Cristina; Fernández Avilés, Gema; Montero, José MaríaLos comercios minoristas (retailers) se mueven en un entorno turbulento y necesitan acercarse a sus clientes para asegurar su supervivencia. Su producto, o servicio, es nexo clave en el proceso de segmentación. En este contexto, conocer el perfil de los clientes permitirá detectar en qué momento de su ciclo de vida con la empresa se encuentran y desarrollar propuestas de valor que convengan en cada momento. Segmentar se define como el proceso de dividir a los clientes, actuales o potenciales, en diferentes grupos o segmentos consistentes en individuos con características y niveles similares de interés (véase el Cap. 31 para una explicación detallada de las técnicas del clúster no jerárquico). Es un proceso creativo e iterativo con el fin de satisfacer con mayor acierto las necesidades de los clientes, proporcionando una ventaja competitiva y sostenible a la compañía. La segmentación viene dada por las necesidades de los clientes, no de la compañía, y debería ser revisada periódicamente. Este caso práctico de negocio está basado en un proyecto real impulsado por el departamento de marketing de una empresa del sector retail que necesitaba mejorar el conocimiento de sus clientes, agrupándolos en función de su comportamiento de compra. Los resultados obtenidos fueron clave para definir la estrategia de marketing relacional de la compañía.Publicación Click&class: Una herramienta web de innovación docente para maximizar la asistencia universitaria a clase en aforos limitados(Aula Magna, McGraw-Hill , 2022) González Vidal, Aurora; Fernández Avilés, Gema; Montero, José María; Sánchez Figueroa, María CristinaLa crisis sanitaria sufrida desde marzo de 2020, el incremento de matrículas y la reducción del aforo de las aulas para respetar la distancia de 1,2 metros entre alumnos establecida por el Ministerio de Universidades ha conducido a establecer distintos planes de contingencia académica por parte de las universidades. La universidad de Castilla-La Mancha, como la mayoría de ellas, ha fijado mecanismos de desdoble de grupos. Sin embargo, este sistema está lejos de ser óptimo, ya que en un contexto donde la asistencia a clase no es obligatoria, en muchas ocasiones hay puestos vacantes que pueden ser cubiertos por aquellos alumnos que deseen asistir a clase aunque no les corresponda.Publicación Diseño de la asignatura de prácticas profesionales: Grados en Economía, ADE y Turismo (UNED)(Universidad de Málaga, 2024-06-30) Sánchez Figueroa, María CristinaLa asignatura de prácticas externas en la Facultad de C.C Económicas y Empresariales de la UNED permite que los estudiantes adquieran experiencia laboral y habilidades esenciales, alineándose con el Espacio Europeo de Educación Superior y su enfoque en la empleabilidad. El enfoque de aprendizaje situado, basado en la inmersión en comunidades de práctica, permite a los estudiantes aprender de expertos y contribuir al conocimiento empresarial. Los objetivos del trabajo incluyen desarrollar una metodología efectiva que combine la inmersión en el contexto profesional con actividades propuestas por los docentes. Busca que los estudiantes no solo conozcan la estructura de la entidad y operaciones, sino también comprender su cultura, valores y dinámicas internas. Otro objetivo es capacitar a los estudiantes en la elaboración de su currículum y en la presentación de sí mismos ante posibles empleadores. Esta habilidad es esencial para destacar en el proceso de búsqueda de empleo.Publicación La economía española, análisis y expectativas(Colegio de Economistas de Madrid, 2023-04) Cortiñas Vázquez, Pedro Gonzalo; Sánchez Figueroa, María CristinaEn este artículo se va a analizar la evolución de la economía española en el año 2022 en base a los principales indicadores disponibles. Al igual que el año pasado, el análisis se centrará en comprobar los niveles de recuperación de la economía española y en evaluar los factores principales del año 2022, destacando un análisis específico de la inflación y, al igual que el año anterior y debido a coyuntura actual, también se prestará atención a indicadores que dan información sobre el estado de confianza y las expectativas de los empresarios españoles.Publicación La economía española, su evolución y escenarios para la recuperación(CIRIEC-España, 2013-08) Martínez Álvarez, José Antonio; Cortiñas Vázquez, Pedro Gonzalo; Sánchez Figueroa, María CristinaEn el presente trabajo se realizan predicciones a 2019, manejando diferentes escenarios para la recuperación económica y la evolución futura de la misma. Estos escenarios dependerán en gran medida de las políticas actuales y futuras. Las estimaciones se han realizado aplicando simulaciones ad-hoc, a través de un modelo de equilibrio general de demanda sustentado en la Hipótesis del Ciclo Vital de Ando y Modigliani y la Hipótesis de la Renta Permanente de Friedman, Modelo de Hall con la introducción de expectativas racionales. Ofrecemos un pronóstico en base a un escenario dinámico a nivel macroeconómico. Por otro lado, se realizan una serie de recomendaciones a nivel nacional y supranacional para el buen funcionamiento de la economía española.Publicación An empirical analysis of the impacts of competition on procurement costs(Taylor and Francis Group, Routledge, 2024-08-05) Matilla García, Mariano; Vega, PilarThis paper empirically analyses the effect of a competitive environment on the cost of procurement. We exploit a dataset based on the Spanish procurement award notices for the years 2012–2017. After controlling for possible endogeneity, we show that a more competitive environment significantly reduces the cost of Spanish procurement. In particular, the use of the open procedure, the most competitive one, would reduce the procurement price by 9.9%, while the increase by one unit of the number of participants would on average lead to a 2.1% decrease in the procurement price. Consequently, a more extensive use of the open procedure would generate savings of €354 millions per year. These findings can have an important effect on the public deficit of a country.Publicación Emprendimiento digital y desarrollo Local: ¿Es posible el emprendimiento digital en la España vaciada?(Ministerio de Industria y Turismo, 2020) Calvo González, José Luis; Sánchez Figueroa, María Cristina; García, RaquelPublicación Estudios experimentales sobre el alivio de la pobreza: nobel 2019 para Banerjee, Duflo y Kremer(Ministerio de Industria, Energía y Turismo, 2019-09) Calvo González, José Luis; Cortiñas Vázquez, Pedro Gonzalo; Sánchez Figueroa, María CristinaLos Economistas Abhijit Banerjee, Esther Duflo y Michael Kremer han sido galardonados con el premio Nobel de Economía 2019 por sus contribuciones al estudio de la pobreza y su erradicación desde una perspectiva experimental. Con este premio se reconoce la importancia del diseño de las políticas públicas basándose en la evidencia empírica.Publicación Learning by doing en el trabajo fin de máster: enfoque profesional frente a enfoque investigador(Aula Magna, 2023-02-22) Sánchez Figueroa, María Cristina; Montero, José María; Fernández Avilés, Gema; González Vidal, Aurora; Oliver Alfonso, María Dolores; Albort Morant, GemaPublicación Linguistic diversity and out-group discrimination in bilingual societies(Elsevier, 2019-08) Paz Espinosa, María; Fatás, Enrique; Úbeda Molla, PalomaWe study ethno-linguistic diversity in a lab-in-the-field experiment in two bilingual societies, with (Bilbao, in the North of Spain) and without group conflict (Valencia, in the East). Participants from two ethno-linguistic cultures interact with other participants in Homogeneous (no diversity) or Mixed (ethno-linguistic diversity) environments. Participants allocate resources in a nested public goods game with a local and a global public good. By design, by not contributing to the global (and efficient) public good participants exclude the out- group from the benefits of their contribution. Our results show that while diversity reduces contributions to the global public good in Bilbao, it does not have a negative effect in Valencia. We interpret the results with a second experiment eliciting social norms, with different subjects, and find that the positive (negative) effects of diversity in Valencia (Bilbao) are linked to optimistic empirical expectations (normative discrimination). We also show how the prevalence of discriminatory norms is sensitive to additional information about behavior.Publicación Multibenchmark reality checks(Elsevier, 2024-11) Arbués, Ignacio; Matilla García, MarianoEmpirical economic modelers often have to choose between two classes of models, with each class containing multiple models. In many cases, this decision is based on the predictive ability of the considered models. This entails that multiple testing and/or p-hacking pose known risks. This study presents a new statistical approach for comparing all model in a single test, serving as a multi-benchmark reality check test. The behavior of the test is studied asymptotically and in small finite samples. We show how the new approach works by analyzing whether one family of linear bivariate models outperforms a univariate family in predicting commodity prices. This paper raises new questions for future research. From an empirical viewpoint, we present several open questions in economic modeling that can be tested with multi-benchmark tests. Meanwhile, from a theoretical viewpoint, further studies can investigate whether a more general method for approximating or simulating the test distribution can be developed.Publicación The new Fuzzy RFMD Model. A method to identify new customer profiles due to an increase in online activity. Case study of a retail business.(Universidad de Almería, 2021-09-28) G. Martínez, Rocío; A. Carrasco, Ramón; Sánchez Figueroa, María Cristina; Gavilán, DianaGaining customer loyalty has become one of the main objectives of all companies. Retailers, especially the online ones, have the advantage of knowing their customers’ historical purchase data, which provides them with an understanding of the customers’ buying patterns. A widely-used tool in strategic marketing and customer loyalty is segmentation based on the traditional Recency, Frequency and Monetary (RFM) model. Subsequently, the fuzzy RFM model proved to be an improvement on the traditional RFM model. There has been a change in the retail customer profile, with the growth of a new cluster, the “One-Shot Customer”, new customers that buy from a retailer just once and never come back. In response to this change, the fuzzy RFM model has been modified to include a new dimension capturing Length or Duration. This study presents the new fuzzy RFMD model (Recency, Frequency, Monetary and Duration model), which can be used to better identify that new, large group of customers. The paper also provides a case study based on an e-commerce clothing retailer. Its customer database was segmented using the k-means algorithm and the Isolation Forest algorithm was applied to identify and correctly treat possible anomalies. The Customer Lifetime Value and the weights for the RFMD attributes were calculated by applying the Analytic Hierarchy Process (AHP) model. Results reveal the improvement that the weighted fuzzy RFMD model offers to retailers, enabling them to detect the One-Shot Customers and thus optimize their strategic marketing plans.Publicación Non-parametric analysis of serial dependence in time series using ordinal patterns(Elsevier, 2022-04) Weiß, Christian H.; Ruiz Marín, Manuel; Keller, Karsten; Matilla García, MarianoA list of new tests for serial dependence based on ordinal patterns are provided. These new methods rely exclusively on the order structure of the data sets. Hence, the novel tests are stable under monotone transformations of the time series and robust against small perturbations or measurement errors. The standard asymptotic distributions are given, and their finite sample behavior under linear and non-linear departures from the null of independence are studied. Moreover, it is proved that under mild conditions, any ordinal-pattern-based test is nuisance free, which is appealing for modelling, as these tests can eventually be used as misspecification tests. This property is also analyzed for finite samples and illustrated through an empirical application. Much of the discussion is based on a detailed combinatorial analysis of ordinal pattern probabilitiesPublicación An RFM model customizable to product catalogues and marketing criteria using fuzzy linguistic models: Case study of a retail business(MDPI, 2021-08-04) G. Martínez, Rocío; A. Carrasco, Ramón; Sánchez Figueroa, María Cristina; Gavilán, DianaGaining customer loyalty has become one of the main objectives of all companies. Retailers, especially the online ones, have the advantage of knowing their customers’ historical purchase data, which provides them with an understanding of the customers’ buying patterns. A widely-used tool in strategic marketing and customer loyalty is segmentation based on the traditional Recency, Frequency and Monetary (RFM) model. Subsequently, the fuzzy RFM model proved to be an improvement on the traditional RFM model. There has been a change in the retail customer profile, with the growth of a new cluster, the “One-Shot Customer”, new customers that buy from a retailer just once and never come back. In response to this change, the fuzzy RFM model has been modified to include a new dimension capturing Length or Duration. This study presents the new fuzzy RFMD model (Recency, Frequency, Monetary and Duration model), which can be used to better identify that new, large group of customers. The paper also provides a case study based on an e-commerce clothing retailer. Its customer database was segmented using the k-means algorithm and the Isolation Forest algorithm was applied to identify and correctly treat possible anomalies. The Customer Lifetime Value and the weights for the RFMD attributes were calculated by applying the Analytic Hierarchy Process (AHP) model. Results reveal the improvement that the weighted fuzzy RFMD model offers to retailers, enabling them to detect the One-Shot Customers and thus optimize their strategic marketing plans.Publicación Selection of Embedding Dimension and Delay Time in Phase Space Reconstruction via Symbolic Dynamics(MDPI, 2021-02-11) Matilla García, Mariano; Morales, Isidro; Rodríguez, José Miguel; Ruiz Marín, ManuelThe modeling and prediction of chaotic time series require proper reconstruction of the state space from the available data in order to successfully estimate invariant properties of the embedded attractor. Thus, one must choose appropriate time delay 𝜏∗ and embedding dimension p for phase space reconstruction. The value of 𝜏∗ can be estimated from the Mutual Information, but this method is rather cumbersome computationally. Additionally, some researchers have recommended that 𝜏∗ should be chosen to be dependent on the embedding dimension p by means of an appropriate value for the time delay 𝜏𝑤=(𝑝−1)𝜏∗, which is the optimal time delay for independence of the time series. The C-C method, based on Correlation Integral, is a method simpler than Mutual Information and has been proposed to select optimally 𝜏𝑤 and 𝜏∗. In this paper, we suggest a simple method for estimating 𝜏∗ and 𝜏𝑤 based on symbolic analysis and symbolic entropy. As in the C-C method, 𝜏∗ is estimated as the first local optimal time delay and 𝜏𝑤 as the time delay for independence of the time series. The method is applied to several chaotic time series that are the base of comparison for several techniques. The numerical simulations for these systems verify that the proposed symbolic-based method is useful for practitioners and, according to the studied models, has a better performance than the C-C method for the choice of the time delay and embedding dimension. In addition, the method is applied to EEG data in order to study and compare some dynamic characteristics of brain activity under epileptic episodesPublicación Spatial partial causality(EDP Sciences, Società Italiana di Fisica Y Springer Berlin Heidelberg., 2021-12-20) Herrera Gomez, Marcos; Matilla García, Mariano; Ruiz Marin, ManuelThis paper, on the one hand, proposes a statistical technique to detect potential causal relationships when the researcher has georeferenced data but not time dimension, and, on the other, applies this new methodology to the analysis of potential partial causal determinants of home prices. In particular, we find that the direction of causality for home prices in California goes from the income level to prices.Publicación Symbolic correlation integral(0747-4938; eISSN: 1532-4168, 2017-09-26) Caballero Pintado, María Victoria; Matilla-García, M; Ruís Marín, Manuel; Matilla García, MarianoThis paper aims to introduce the concept of symbolic correlation integral SC that is extensively used in many scientific fields. The new correlation integral SC avoids the noisy parameter 𝜀 of the classical correlation integral, defined by Grassberger and Procaccia (Citation1983) and extensively used for constructing correlation-integral-based statistics, as in the BDS test. Once the free parameter 𝜀 disappears, it is possible to construct a nonparametric powerful test for independence that can also be used as a diagnostic tool for model selection. The symbolic correlation integral is also extended to deal with multivariate models, and a test for causality is proposed as an example of the theoretical power of the new concept. With extensive Monte Carlo simulations, the paper shows the good size and power performance of symbolic correlation-integral-based tests.Publicación A test for deterministic dynamics in spatial processes(2019-01-19) García-Córdoba, Jose A.; Matilla García, Mariano; Ruiz Marín, ManuelWe propose a statistical procedure to determine if a spatial structure that is observed in the data is generated by a deterministic (even chaotic) spatial process, rather than by a stochastic process. This procedure can be used as a specification test. It is robust against nonlinearity and nonstationarity and can complete the toolbox for testing diagnosis as well. The advantages of the presented methods are high power, simplicity, and ease and ample applicability for tests to be conducted, provided that weak conditions are required. Herein, we conduct several simulations to evaluate the performance of our procedure on well-known spatial processes and in situations where standard tests for spatial autocorrelation fail to detect spatial dependence. Guidelines for using the technique are also provided herein.