Are microcomputers replacing mainframes in marketing research firms?

Recent research, on the computerization of marketing has emphasized the advantages, adoption, and diffusion of microcomputers, largely as compared to mainframe computers. This note compares microcomputer and mainframe usage in marketing research over several activities and suggests that microcomputers have not replaced mainframes to the extent implied by previous articles. In a study of marketing research firms, high microcomputer ownership and increased usage is revealed, not only for word-processing types of activities, but also for data analysis. While a smaller proportion of research firms use mainframes, larger firms are continuing and predominantly increasing their use of mainframes. Further, relatively high rates of mainframe usage are reported for data analysis, data collection, and data base management by firms with access to both types of computers.     

The current status of microcomputer usage in the marketing programs of AACSB-accredited colleges and universities

This paper presents the results of a comprehensive survey of microcomputer usage in marketing education today. This status report indicates that AACSB-accredited universities are making considerable progress in integrating microcomputers into their marketing programs.     

Microcomputer versus mainframe usage by marketing professionals

The purpose of this research is to measure the extent of usage of microcomputers, compared to mainframe usage, by marketing professionals and to describe how microcomputers are used as an aid in marketing decision-making. A national sample of marketing professionals responded to a questionnaire concerning availability of microcomputers and mainframes, decisions and responsibilities performed with each type of computer, software and hardware used, and selected demographics. The results document considerable diffusion of hardware technology as well as widespread use and satisfaction with available software in the subset responding.     

An integrated design for personal computers in the marketing curriculum

This article discusses the role of personal computer applications in courses throughout the marketing curriculum. Learning theory suggests that PC applications be introduced in modules over the entire marketing program and not concentrated in just one or two courses. The final capstone course in marketing is seen as the logical place for a culminating, integrative learning experience with software applications. Software recommendations are provided for each typical marketing course and a decision support exercise is described for the capstone course.     

Correlates of decision making autonomy in marketing units: A study of Canadian advanced technology manufacturing companies

The appropriate structure and design of marketing units is important in achieving a company’s long term strategic goals. This research addresses this issue by examining the design of marketing decision making structures (level of decision making decentralization) in a sample of 30 advanced technology manufacturing companies located in Canada. Respondents were asked to report for each of seven marketing decisions whether authority to make those decisions was with the senior marketing manager, above, or below the senior marketing manager. The results show that while marketing decision making is to a considerable degree a general management responsibility, autonomy of marketing managers is related to market, product, and overall organizational characteristics of the companies studied. Key words: decision making autonomy, marketing manager, advanced technology, marketing success.     

Microcomputer based methods for dyadic interaction research in marketing

Microcomputer based methodologies offer new dimensions to the study of dyadic interaction in marketing. This article explores the role of the microcomputer as a dyadic interaction research tool in the contexts of buyer-seller negotiation and buyer-seller communication processes. The authors conclude that microcomputer applications represent a promising new direction in the study of dyadic behavior. Moreover, the microcomputer’s potential for improved experimental control and measurement is relatively untapped.     

Marketing and the adoption of microcomputers: An application of diffusion theory

This paper examines the adoption of microcomputers in the marketing community. Diffusion theory is applied to gain clearer insights into why the infusion of this technology has succeeded where other forms of computer technology have lagged. Unique characteristics of microcomputers important to marketers are identified and those features most amenable to marketing settings are explained.     

Directions for marketing knowledge development: Opinions of marketing research managers

If future academic research is to make a meaningful contribution to marketing practice, we must know more about the strengths and gaps in our existing marketing knowledge base. This article reports the findings of a survey of marketing research managers employed by firms serving both consumer and industrial markets. Data were collected on researchers' perceptions of (1) importance of decision making areas, (2) need for additional knowledge accumulation, and (3) type of additional knowledge development. Survey results suggest that some decision areas are perceived to be in far greater need of further study than others, and that academic research output does not always correspond to the information requirements of marketing practitioners. General Electric Company     

Assessing the predictive validity of two methods of measuring self-image congruence

The predictive validity of two measurement methods of self-image congruence—traditional versus new—were compared in six studies involving different consumer populations, products, consumption settings, and dependent variables (brand preference, preference for product form, consumer satisfaction/dissatisfaction, brand attitude, and program choice). The traditional method is based on tapping the subject’s perception of product-user image and the subject’s perception of his/her self-image along a predetermined set of image attributes and adding the self-congruity scores across all image dimensions. Three problems were identified and discussed in relation to the traditional method: (1) the use of discrepancy scores, (2) the possible use of irrelevant images, and (3) the use of the compensatory decision rule. The new method is based on tapping the psychological experience of self-congruity directly and globally. The findings demonstrated the predictive validity of the new method over and beyond the traditional method. His research interests are mostly in self-concept, quality of life, and systems theory. His research interests are mostly in pricing and product quality. Her research interests are primarily in family decision making. Her research interests focus on the social psychology of clothing and patronage of clothing retailers. His research interests are mainly in the social psychology of travel and leisure behavior. His research interests are mainly focused on self-concept, quality of life, environmental marketing, and sports marketing. His research interests are mainly in self-concept and value-expressive advertising. He is the Academy of Marketing Science Distinguished Professor of Business and is the founder of the Academy of Marketing Science. He currently serves as the organization’s executive director. His research interests are mostly in consumer behavior and advertising.     

Self-relevance and purchase goals: Mapping a consumer decision

The purpose of this research is to introduce a cognitive mapping methodology designed to explore the goal structures that are activated by a consumer’s experienced feelings of self-relevance or involvement with a product or service. In particular, the authors examine how a consumer’s enduring involvement with a product class (greeting cards) and specific decision situations affect the content and structure of the activated purchase goals in a consumer’s decision map. As compared to enduring involvement, the decision situation more strongly affected the content of the goals in the decision maps. The authors conclude with a discussion of the implications of the method and the results for consumer behavior and marketing strategy research. He received his Ph.D. from Arizona State University, his M.B.A. from the University of Missouri, and his B.S. from Southwest Baptist University. His work has been presented at American Marketing Association, Association for Consumer Research, and Academy of Marketing Science national conferences. Cognitive mapping and marketing strategy processes are his primary research interests. She received her Ph.D. from Pennsylvania State University. Her research interests center on the areas of consumer behavior and marketing strategy. In particular, her research emphasizes the cognitive structures and processes that underlie the formation of marketing strategy and consumer decision making. She has published her work in theJournal of Marketing Research, Sloan Management Review, Journal of Business Research, Research in Consumer Behavior, and other scholarly publications.     

Toward a theory of the boundary-spanning marketing organization and insights from 31 organization theories

Now more than ever, marketing is assuming a key boundary-spanning role—a role that has also redefined the composition of the marketing organization. In this paper, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value–creating processes, networks, and stakeholders are delineated within their boundary-spanning roles as a particular emphasis (labeled MOR theory). Thematic marketing insights from a collection of 31 organization theories are used to advance knowledge on the boundary-spanning marketing organization within four areas—strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.     

体育旅游整合营销与管理研究综述

伴随着体育旅游实践的蓬勃发展，体育旅游理论研究也取得了很大进展，但是相对于实践发展的需要来看，仍有一些研究上的新问题需要深入探讨，如何运用整合营销理论指导我国体育旅游营销的开展，提升我国体育旅游竞争力已成为迫切需要解决的问题。本文在对体育旅游营销与管理研究进行综述的基础上，提出了开展体育旅游整合营销的必要性和未来研究的方向。     

A method for selecting high payoff marketing strategies for attracting noncustomer product purchasers

A method for identifying marketing strategies likely to be useful in changing noncustomer product purchasers to customers is shown. Discriminant analysis was utilized to determine differentiating attributes and principle components factor analysis was utilized to find additional variables highly intercorrelated with diseriminating variables. The results also showed the importance of using research in decision making, since the decision makers in this studt misperceived noncustomers' decision criteria.     

Discrete choice surveys by telephone

In two consumer studies, discrete choice surveys were administered both by telephone and by traditional pencil and paper methods. Study participants responded to discrete choice surveys concerning pizza restaurants in the first study and fast food restaurants in the second. Neither aggregate level estimated utilities for the pizza restaurants, nor market shares for the fast food restaurants differed by method of administration. The results indicate that discrete choice surveys can be successfully administered by telephone. He received his Ph.D. in marketing from the University of Texas at Dallas. Dr. Perkins is interested in marketing research methodology and in the use of marketing research information in managerial decision making. Dr. Perkins has published articles in theJournal of Marketing Research andPsychometrika. He is a member of the American Marketing Association, the Marketing Research Association, and the TIMS College of Marketing. Jacqueline Roundy recently completed the M.S. degree in marketing from the Pennsylvania State University. In addition she holds an M.B.A. from the University of Utah. She is currently working in Europe.     

Selling strategies: The effects of suggesting a decision structure to novice and expert buyers

This research investigates the impact of selling strategies on selling effectiveness. The authors compare two selling strategies: (1) an agenda strategy, in which a salesperson attempts to influence the structure of the buyer’s decision by suggesting constraints that eliminate competitive products from consideration, and (2) a more typical selling strategy that summarizes the target product’s benefits. The results show that when sellers use an agenda selling strategy, target products receive higher evaluations and have higher probabilities of being considered and chosen. Buyer expertise moderates this effect, with the agenda strategy in most cases having more impact on novice buyers than on expert buyers. These findings demonstrate the importance of selling strategy to selling effectiveness, suggest the potential benefit for sellers of using selling strategies that attempt to influence the structure of the buyer’s decision, and provide support for the contingent nature of selling effectiveness. Judy A. Wagner (Ph.D., Virginia Polytechnic Institute and State University) is currently an assistant professor of marketing at the University of Texas at Arlington. Her primary research interests are personal selling strategies, sales management, and buyer decision making. Her research has been published inAdvances in Consumer Research and the proceedings of the American Marketing Association and is forthcoming in theJournal of Business Research. Noreen M. Klein (Ph.D., Pennsylvania State University) is currently an associate professor of marketing at Virginia Polytechnic Institute and State University. Her research interests include consumer decision making and the behavioral aspects of pricing, and her research has been published in theJournal of Consumer Research andOrganizational Behavior and Human Decision Making. Janet E. Keith (Ph.D., Arizona State University) is currently an associate professor of marketing at Virginia Polytechnic Institute and State University. Her research interests lie in behavioral issues in channels of distribution and in sales and sales management. Her studies have been published in journals such as theJournal of Marketing Research, Journal of Marketing, Journal of Business Research, andJournal of Marketing Channels.     

有限理性、情绪与投资者决策

现实中的投资决策是非常复杂的,很多因素都会影响投资者的决策过程。这篇文章首先分析了决策中的理性与有限理性问题,认为投资决策是很难达到理性标准的。其次研究了决策中的直觉与启发式判断方法,这有助于投资者迅速有效作出判断。然后这篇文章重点分析了情绪的分类及其对决策的作用机制,积极的和消极的情绪对决策产生不同的影响。最后这篇文章提出了一个更加符合现实的投资者决策模型,模型综合了常规的系统分析、直觉及情绪对决策的影响。     

Utilization of graph theory and dynamic programming as substitutes for decision trees

A methodology is presented to select from two marketing or pricing plans with the objective of maximizing profit. The decision structure is portrayed in graphical form, with alternate stages of decision and uncertainty. A standard dynamic programming algorithm is used to solve the graph and aid in final decision making. A decision path is plotted at each decision vertex on the graph such that the decision maker can determine, at any combination of sales volume and time period, which of the two marketing plans to follow from that vertex so as to achieve the greatest expected profit for the remaining span of time.     

Influences on consumer use of word-of-mouth recommendation sources

This article reports the development and testing of a theoretical model of the initial stages of recommendation-based decision making by consumers. Although consumers use a variety of recommendation sources, they have different motivations for the use of different sources. The model focuses on the factors that influence the likelihood of consumers using strong-tie sources (e.g., friends and family) and weak-tie sources (e.g., acquaintances or strangers) or recommendations. The factors used in the model are the prior knowledge level of the consumer about the product being considered, the perceived decision task difficulty level, and the type of evaluative cues sought by the consumer. Hypotheses are tested using data collected in an extensive field study with consumers. Two paths or routes of influence on the use of recommendation sources are proposed and confirmed in the study. His work has been published in theJournal of the Academy of Marketing Science, Journal of Marketing, andJournal of Marketing Research. His research interests center on consumer decision making and marketing education. He has published previously in theJournal of the Academy of Marketing Science, Journal of Advertising, Strategic Change, The International Executive, andMarketing Education Review. His research interests include research methodology, quantitative methods, and competitive intelligence. His work has appeared in theJournal of Marketing Research, Journal of Marketing, andJournal of the Academy of Marketing Science. His publications have appeared in numerous journals. His books includeConsumer Behavior (Harcourt Brace Jovanovich, 1986) andMarketing Management (Simon & Schuster).     

Using the analytic hierarchy process to assess gender differences in the evaluation of microcomputer vendors

The influence of the decision maker’s sex on the choice process in specific business buying situations is not well-established. Within an organizational buying context, this study compares men’s and women’s evaluations of decision criteria and examines whether they form different preferences in the selection of microcomputer vendors. Expert Choice, a microcomputer software package for performing the analytic hierarchy process methodology, served as the decision support tool to structure the decision process, to collect the data, to derive the importance weights for the decision criteria, and to synthesize them with the vendor preferences. The results of a multivariate analysis of the experimental data indicate that men and women do not differ in weighting the importance of decision criteria nor in forming preferences for alternative PC vendors. Instead, the type of organization employing the subjects and the influence of their boss’s decision rules were found to significantly affect the vendor evaluation process.     

The utility of item response modeling in marketing research

Item response modeling (IRM/IRT) has been known to marketing scholars for a number of years. However, with the exception of some notable and important applications in international (cross-cultural) marketing and consumer behavior, even a cursory reading of marketing journals reveals a general lack of interest in applying IRM, despite its ability to provide highly useful measurement-related information. To address and hopefully remedy the paucity of adoption, we offer an application-oriented discussion of the utility of IRM for marketing and related business research to enable researchers to utilize the strengths and realize the benefits of this methodology in their empirical work. After a short discussion of the history of IRM, we focus on its fundamentals within a modern statistical framework based on the generalized linear model and closely related non-linear factor analysis. We then engage major concepts of IRM, including item characteristic curve, local independence, and dimensionality, as well as parameter estimation and information functions. The popular one- and two-parameter logistic models are next discussed, as is the issue of model selection. Several polytomous item response models are subsequently dealt with, followed by a discussion of multidimensional IRM and data illustrations of item response models using widely available software. References to exemplar marketing applications are provided along the way, and a discussion of limitations of IRM concludes the article.