Sjoukje Goldman

My background includes marketing strategy, cross-border e-commerce and cross-cultural research. I am currently a PhD student at the VU University Amsterdam and at the Amsterdam University of Applied Sciences (Centre for Market Insights). I have a strong preference for quantitative research and within my PhD projects I carry out multi-group structural equation models using R to gain a better understanding of the complexity of factors that play a role in shopping and selling online across national borders.

In 2014 I obtained my MSc from the Faculty of Marketing, Vrije Universiteit in Amsterdam, the Netherlands. My master thesis focused on drivers and barriers that affect consumers' attitudes and purchase intentions when shopping online for goods across the border.

From August 2015 till February 2016 I led a large-scale cross-cultural study that aimed to answer the question: What is the current state of cross-border e-commerce in Europe? The research involved a double-blind content-coding of more than 10,000 websites in 31 European countries by 75 native speakers student-researchers.

As a lecturer, I am strongly embedded as a developer of interactive educational programmes, in which students meet business community and vice versa. My current focus is on the predicting consumer behaviour using R for analysis, as part of the minor Digital Marketing Analytics. And in the professional master Digital Driven Business I am responsible for the module Business Economics & Statistics in which we focus on regression and cluster analysis, AB testing, and setting up a valid test design.

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