Brain wave analysis. An electroencephalographic technique used for evaluating the communications-effect of advertising

The results from the authors's applied research studies of communications-effect and electroencephalographic (EEG) recording, which took place over the last ten years, employing thousands of respondents, are integrated in this paper. Application of EEG methodology to ad research, rather than theory, is stressed. Brain Wave Analysis

1 Brain Wave Analysis is a service mark of NeuroCommunication Research Laboratories, Inc., for its brand of EEG service.

, an EEG technique, is described. A positive relationship determined between Brain Wave Analysis and sales is discussed, as well as various applications such as “brain typing” the target market. The application of Brain Wave Analysis in determining effective advertising frequency is discussed as it relates to Krugman's three exposure theory. The continuing development of EEG analysis is briefly discussed.     

Simulated Attention-Tracking Methodologies: An Examination of Measurement Efficacy

This study introduces and examines a simulated attention-tracking methodology as an emerging technique to improve the study of in-store shopper behavior and decision making. To assess the viability of this new methodology, we examine its efficacy in producing consumer behavior data consistent with results predicted by the marketing literature. Empirical data across five grocery categories are used to examine the influence of personal, product, and situational differences on external information search. Findings show that the attention-tracking methodology is able to demonstrate expected results in almost all cases. The methodology is also able to provide a more complete view of external information search through tracing the observed search behavior preceding decision making. This proof of methodology responds directly to calls in the marketing and retailing literature to test new and emerging methodologies in support of research on in-store marketing and shopper behavior. Findings also provide managers with a methodology to examine the actual impact of marketing actions intended to capture shoppers’ attention at the retail shelf and to influence behavior.     

The Graph Model for Conflict Resolution: Past,Present, and Future

The Graph Model for Conflict Resolution is a methodology for the modeling and analysis of strategic conflicts. An historical overview of the graph model is presented, including the basic modeling and analysis components of the methodology, the decision support system GMCR II that is now used to apply it, and the recent initiatives that are currently in various stages of development. The capacity of this simple, flexible system to provide advice to decision-makers facing strategic conflicts is emphasized throughout, and illustrated using a real-life groundwater contamination dispute.     

Exploring the international student recruitment industry through the Strategic Orientation Performance Model

Abstract

International education is an important, and expanding, global industry. However, much remains unknown about the international student recruitment (ISR) industry, its key variables, and its performance outcomes. This study addresses this lack of understanding by developing and empirically testing a conceptual model that investigates ISR performance indicators. The Strategic Orientation Performance (SOP) Model is proposed as an investigative framework. The model is a conceptual representation of the relationships proposed to exist between market orientation, learning orientation, innovativeness, perceived external market effects, and perceived organisational performance. The study adopted a quantitative methodology using a self-administered questionnaire delivered to ISR practitioners via e-mail. Analysis, via partial least squares (PLS), provided support for the SOP Model in the ISR context. The SOP Model extends previous orientation-performance models. Additionally, within a discordant body of market orientation literature, this study aligns with one of the dominant paradigms and, thereby, provides a strong impetus for further research. Furthermore, future research will benefit significantly through the use of the SOP Model as a solid foundation for further discovery in this important research domain.     

基于软系统方法的电子政务决策支持模式研究

本文首先分析了目前电子政务规划中存在的缺点与不足,接着介绍了软系统方法的思想。然后运用SWOT 方法,提出了电子政务规划的目标,并借鉴软系统方法的思想提出了电子政务规划决策支持模式框架及其实现步骤。最后对电子政务的未来发展模式提出了展望。     

Wine choice and drivers of consumption explored in relation to generational cohorts and methodology

The objectives of the present study were to: (1) assess the relative importance of driver and choice factors in wine consumption behaviour, (2) assess the impact of generational cohorts upon drivers of wine consumption and wine choice factors, and (3) compare the present study's survey results relating to wine choice to those obtained by means of Discrete Choice Analysis (DCA). A geographically balanced sample of 1,229 Australian wine consumers was obtained via means of telephone survey. The results of the present study indicate that taste is the primary choice and driver factor. The present findings failed to support the empirical literature's predications relating to generational cohorts and wine consumption behaviour. Further research is required in order to assess the suitability of making and marketing wine based on generational cohort characteristics. Finally, the findings of the present study suggest that, when it comes to wine choice, a simple, cost and time effective questionnaire that utilises indirect questioning may be equally as effective as DCA. If further research continues to show congruence between results collected using both methodologies, the research community may be behoved to continue the use of traditional survey methodology.     

财务报表分析的理论体系与课程建设研究

财务报表分析是现代经济生活中非常重要的一门课程,但也存在着诸多与形势发展不相适应的地方,需要以战略为导向来构建财务报表分析框架和前景分析的路径,着力在课程名称、课程内容、课程教材、课程教法、课程文献等方面加强建设,培养学生运用专业知识的综合能力。     

DESIGNOR: A decision support procedure for industrial product design

This paper presents a model-based methodology called DESIGNOR to support design decisions for new industrial products. Models and measurements are developed to assess the relationship between product features and market potential. The methodology incorporates a measurement survey for model calibration and leads to empirical tradeoff curves between design dimensions. The approach handles discrete as well as continuous features and can be incorporated into a procedure aimed at finding a profit maximizing design. It can be used to support decisions concerning product design as well as for product line expansion. The approach provides a consistent way of evaluating market potential for new industrial products and presents important advantages over other product design methodologies.     

Coalition Analysis in Group Decision Support

GMCR II, a decision support system based on the Graph Model for Conflict Resolution, now contains an algorithm for Coalition Analysis to alert users that certain decision-makers would find it both feasible and beneficial to co-ordinate their actions. The theory and implementation of Coalition Analysis in GMCR II are discussed and illustrated.     

Replacement versus Historical Cost Profit Rates: What is the Difference? When Does it Matter?

This paper explains the Bureau of Economic Analysis methodology for computing historical cost and replacement cost measures of the net stock of capital in the US economy. It is demonstrated that there exists a threshold rate of inflation in the price of capital goods that keeps the percentage difference between the two capital stock measures constant. Hence, over periods when average inflation in the price index for capital goods is equal to the threshold value, historical cost and replacement cost profit rates would show equal percentage changes; an example of such a period for the US economy is 1946–2010.     

层次分析法在李斯特氏菌快速检测方法中的应用

选用日常检测中常用的李斯特氏菌快速检测系统VIDAS LMO2、Reveal Listeria、VIP Listeria、Du-Pont Listeria和GeneQuence Listeria分别对150个人工污染样品进行检测,引用层次分析法对影响使用的因素（检测时间、成本等）进行综合比较。将总权重设为1,其中VIDAS的权重为0.2018,Reveal的权重为0.1971,VIP的权重为0.1907,DuPont的权重为0.2071,GeneQuence的权重为0.2032。其优先顺序为：Du-Pont、GeneQuence、VIDAS、Reveal、VIP。     

Supporting the Collaborative Construction of a Shared Understanding About Work with a Guided Conceptual Modeling Technique

The existence of a shared understanding about a collaborative work process among all involved actors is one prerequisite for its successful implementation. The development of a shared understanding is facilitated when the actors make explicit their individual views and create externalizations that can be used as subjects of discourse. Instruments supporting externalization and discourse about collaborative work need to provide adequate forms of representation and guide actors in implementing these reflection and alignment processes. Appropriate guidance can facilitate the construction of a shared understanding for actors not accustomed to such processes. This paper introduces a methodology that offers structural and procedural guidance by adopting diagrammatical conceptual modeling techniques. This methodology has been evaluated extensively in a multiple case study. A combination of interaction analysis of the modeling process and ex-post assessment of the actors’ perceptions has been used to evaluate the adequacy of the proposed methodology with respect to the pursued objectives. The results confirm that the modeling methodology and the proposed guidance measures appropriately support the process of constructing a shared understanding about collaborative work processes.     

Modeling the Role of a Coordinator as a Medium of Communication in 2-Player Conflicts

This paper discusses the role of a coordinator in the 2-player conflict where the information on players' preference is incomplete. It is assumed that the coordinator has a priori prospect of feasible alternatives. First, the method of the graph model for conflict resolution (GMCR) is extended to apply to this conflict with incomplete information, and the coordination system for the conflict with incomplete information is proposed. The process operated by the coordinator uses Extended Robustness Analysis that specifies the critical conditions for the stability and Pareto efficiency of an alternative. Finally, the methodology is applied to the conflict between hydropower generation and environmental interests.     

A framework for strategy formulation in sustainable supply chains: a case study in the electric industry

The aim of a sustainable supply chain is the strategic integration of all social, environmental and economic goals within an organization, through a systematic coordination of key business processes in order to improve the long-term economic performance of a company and its value chain. This paper describes a new methodological approach to support the strategy formulation process in sustainable supply chains. The proposed methodology combines three analytical tools (analytic hierarchical process, fuzzy multi-objective optimization, and clustering methods) within a strategy formulation process, integrating the competitive and corporative strategies with the supply chain strategy on the basis of sustainability. A case study in the Mexican Federal Commission of Electricity Gulf-Center Distribution Division shows the capability of our proposed framework. This company is large and complex enough to encompass the whole issue of the supply chain. Results indicate that our methodology is a valid decision support tool to formulate a set of sustainable supply chain strategies, and it is able to generate a coordinated strategy for the management of a sustainable supply chain.     

Synergies Among Advertising Channels: An Efficiency Analysis

The following article measures and compares efficiency of five advertising channels (TV, press, radio, online, and outdoor) with the help of DEA (Data Envelopment Analysis) methodology and looks for synergy effects among them. The synergy effect was indeed found in certain combinations of media while internet was found to be second least effective advertising channel, contrary to the expected.     

Using informal learning for business decision making and knowledge management

The process of making decisions in business requires, among other things, the efficient management of information to do with employee competencies. Dealing solely with competencies that employees learn in institutional contexts, however, is insufficient, as employees also acquire competencies through informal learning activities outside the organization. If an organization is to make well-informed decisions, the entity must gather information about the external activities of its employees that contribute to their competency development. This paper proposes a methodology to facilitate the identification and recognition of an employee's informal learning instances, which receives support from a technological framework. To validate the methodology, a pan-European project implements the framework, and a panel of experts evaluates its modus operandi. The main findings from this study suggest that, although making decisions on the basis of instances of informal learning is possible, both the methodology and the tools behind the gathering of this information should be flexible enough to satisfy the needs of the organization.     

Food literacy competencies: A conceptual framework for youth transitioning to adulthood

Objective : The modern foodscape has changed dramatically in recent decades in terms of where, what, how and with whom we eat. This has been facilitated by a transition from traditional, healthy and basic foods prepared in the home to ultraprocessed, unhealthy foods requiring little planning and preparation prior to consuming. Consequently, many youth lack the food literacy (knowledge, skills and critical perspectives) necessary to be well and minimize their risk of obesity and chronic diseases, in the context of a complex food system. The specific dimensions of these knowledge, skills and dispositions, however, are unknown. This study identified critical food literacy competencies required by youth as they transition to independent adulthood. Design : This study employed a Delphi methodology to achieve consensus statements on critical food literacy competencies within a framework encompassing cognitive, psychomotor and affective dimensions. Participants : A panel of 41 experts including dietitians, teachers and college/university students participated in in‐depth interviews. Analysis : Results were thematically analysed and incorporated into two subsequent surveys completed by panel members. Rater agreement was set at 75% agreeing/strongly agreeing with survey items. A panel subgroup further delineated results into competency statements. Results : Within the themes of “confidence and empowerment,” “joy and meaning” and “sustainable and equitable food systems,” 16 broad competency areas, and 59 specific competencies were identified. These were assembled into a Food Literacy Framework. Conclusion : Results can be used to support food and nutrition education in community settings as well as the formal school system, and to advocate for resources to support food literacy education programmes.     

Enhancing Governmentally Sponsored Export Promotions Through Better Segmentation of the Market of a State's Manufacturing Concerns

This article presents methodology for identifying product categories that, if they were made the subjects of a specified state's export promotions, would hold promise for satisfying relevant needs of members of three key “stakeholder” groups regarding the outcomes of the governmentally sponsored export promotions: the World Trade Organization (WTO), managements of non-exporting, small- and- medium-sized (SME) manufacturing concerns, and governmental entities who are responsible for raising funds to support such promotions. Methodology is applied in the context of a state in the United States (North Carolina).

The methodology is then applied in the context of a state in the United States (North Carolina). The presentations of the results of the application of the methodology at each of the 2-, 4- and 6-digit HS-coded product category levels are in each case followed by discussions of implications of the results.     

A new clustering methodology for the analysis of sorted or categorized stimuli

This paper introduces a new stochastic clustering methodology devised for the analysis of categorized or sorted data. The methodology reveals consumers' common category knowledge as well as individual differences in using this knowledge for classifying brands in a designated product class. A small study involving the categorization of 28 brands of U.S. automobiles is presented where the results of the proposed methodology are compared with those obtained from KMEANS clustering. Finally, directions for future research are discussed. Wayne S. DeSarbo is the S. S. Kresge Distinguished Professor of Marketing and Statistics, and Michael D. Johnson is Associate Professor of Marketing, both at the University of Michigan's School of Business Administration. Kamel Jedidi is Assistant Professor of Marketing at Columbia University's Graduate School of Business. The authors gratefully acknowledge DuPont Incorporated for providing financial support for this research.