Type IV error in marketing research: The investigation of ANOVA interactions

Considerable attention is typically given to Type I and Type II errors when conducting empirical research. This article presents an error, often ignored in marketing and consumer behavior research, termed Type IV error. This error results from the improper investigation of interactions in an analysis of variance. A review of research published inJournal of Marketing Research andJournal of Consumer Research found widespread occurrence of Type IV errors. Illustrative improper interpretations of interactions are discussed and approaches for properly investigating interactions are presented. Situations where interactions need to be tested and interpreted are noted. These situations are contrasted with those where it is more appropriate to examine cell mean differences. The correct use of graphs of cell means is also discussed. Guidelines are presented for avoiding Type IV errors. He has previously been a visiting associate professor at the Wharton School and visiting research fellow at the IC² Institute, University of Texas at Austin, where he has also taught at the marketing department. He has published in theJournal of Marketing Research, Journal of Marketing, Psychometrika, Marketing Letters, Sociological Methods & Research, Decision Sciences, and other journals. He has won a number of teaching awards. A former editor of theJournal of the Academy of Marketing Science and theJournal of Marketing Research, he is currently working on a book on the direct selling industry. She has published in theJournal of Current Issues and Research in Advertising, theJournal of Professional Services Marketing, and in many national and international conference proceedings. He received his Ph.D. from Washington State University. His research interests include the examination of how consumers perceive prices and evaluate advertised deals. He has published in the proceedings of several national and international conferences.     

The impact of the academy of marketing science on marketing scholarship: An analysis of the research published inJAMS

This article presents an analysis of the research published in theJournal of the Academy of Marketing Science (JAMS). A brief history of the journal is chronicled, and its output in recent years is considered. Special attention is paid to the content of the articles published and the research methods used. An analysis of frequent contributors is also conducted. Much of the analysis focuses on the past 10 years. The conclusion is thatJAMS has made a significant impact on marketing scholarship and has emerged as a top marketing journal of which all the fellows of the academy can justifiably be proud. In an article by Wheatley and Wilson (1987), he was ranked number one in the country based on articles published in theJournal of Marketing Research during 1980–1985. He holds the all-time record for the maximum number of publications in theJournal of Health Care Marketing. He is ranked number one based on publications inJAMS since its inception through Volume 23 (1995). He is also number one based on publications inJAMS during the 10-year period of 1986–1995. He has published 67 articles in major refereed journals. The second edition of his book titledMarketing Research: An Applied Orientation was published recently (Prentice Hall, 1996). The book has received widespread adoption at both the graduate and undergraduate levels, with more than 100 schools using it. He is the winner of numerous awards and honors for research, teaching, and service to the profession. An erratum to this article is available at .     

An application and extension of a multidimensional ethics scale to selected marketing practices and marketing groups

The purpose of this research was to test and extend a multidimensional ethics scale developed by Reidenbach and Robin to selected marketing groups. Different marketing practices and groups were used in order to give these measures a wide variety of exposures. These measures performed well in all settings and for all practices. Factor structures in fifteen different trials identified the same three dimensions with one exception. In that exception, two dimensions merged together in five of those fifteen trials. While these dimensions captured much of the variance in the global concept of “ethical/unethical”, they did a better job of predicting the respondents’ intention to behave than the global measure. These measures also provide the researcher with a partial explanation of why the respondents answered in the manner that they did. The shifting relative importance of the three dimensions in accounting for the variance in the behavioral intention measure provides this explanation.     

Standardization versus customization in international marketing: An investigation using bridging conjoint analysis

We present and illustrate a methodology by which researchers can assess the relative importance and test the significance of various marketing-related factors as they influence the degree of standardization/customization of international marketing strategy. The standardization decision is viewed as a continuum with complete standardization and complete customization as the two extremes. Specific hypotheses related to the impact of marketing mix variables on the degree of standardization are formulated. These hypotheses are empirically investigated through a survey of international marketing managers. This investigation is carried out using conjoint analysis. Bridging methodology is introduced in order to accommodate the large number of variables in the study. The analysis is conducted at the individual level, at the group level, and at the aggregate level. Finally, we discuss the methodological and managerial implications of the findings and potential areas of future research. His previous research has appeared in theInternational Marketing Review and theJournal of Euromarketing. He is also the president of the Academy of Marketing Science, a distinguished fellow of the academy and fellow of the Decision Sciences Institute. He has published 60 articles in major refereed journals including theJournal of the Academy of Marketing Science, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Journal of Marketing, Journal of Retailing, Journal of Health Care Marketing, as well as leading journals in statistics, management science, and psychology. In addition, he has also published numerous refereed articles in the proceedings of major national and international conferences. He is the winner of numerous awards and honors for research, teaching, and service to the profession.     

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     

Historical research in marketing: Retrospect and prospect

The history of historical research in marketing is reviewed as background to an examination of the state of the art. We focus on the major current contributors to historical research in marketing, their recent works, and opinions about future prospects for this field.     

Business cycle research in marketing: a review and research agenda

Business cycles (BCs) may affect entire markets, and significantly alter many firms’ marketing activities and performance. Even though managers cannot prevent BCs from occurring, marketing research over the last 15 years has provided growing evidence that their impact on consumers, and hence on firm and brand performance, depends to a large extent on how firms adjust their marketing mix in response to these macro-economic swings. In this study, we review the growing marketing literature on how to attenuate or amplify the impact of BC fluctuations. Our discussion focuses on three key aspects: (1) the scope of, and insights from, existing BC research in marketing, (2) advancements in the methods to study various BC phenomena in marketing, and (3) some emerging trends that offer new challenges and opportunities for future BC research in marketing.     

Analysis of marketing management practices of dance companies

On the one hand, 56% of the respondents believed that a dance company should be marketed using the same basic techniques as a business firm, while the remaining 44% either disagreed or were uncertain (Statement 23). On the other hand, 83% indicated that marketing techniques are not too commercial to be applied to a dance company (Statement 24). These two final statements summarize the entire study in that there appears to be a clear movement toward recognition of marketing approaches by dance managers, but considerable resistance is also apparent in the actual application of marketing techniques.     

Enterprise-level marketing research activity in Poland: The PREDOM/POLAR experience

Shortages of consumer goods in Poland have been widely and generally accurately reported and analyzed in the Western professional and popular press. However, comparatively little attention has been given to product areas in which adequate market supplies are available in Poland, and in which export markets are consequential. Managers of enterprise which produce these goods are especially needful of formal, systematic marketing research activity. This article describes the marketing research program at one of Poland’s more progressive enterprises, PREDOM/POLAR, the nation’s prinicpal manufacturer of refrigerators and washing machines.     

Analysis of means in marketing research

Analysis of variance, often the method of choice in evaluating the outcomes of marketing tests, can be significantly enhanced in its decision-support value. For this purpose one may apply more recently developed supplementary approaches: (1) Evaluation of main effects and interactions with Decision-Line (DL) criteria; (2) graphic multi-comparative analysis contrasted against the DL's; and (3) estimation of net component of variance for factor and interaction effects. An illustrative case history serves to highlight the more comprehensive overview and better understanding of experiment outcomes thus achieved.     

Risky shift: An empirical investigation and implications for industrial buying behavior and marketing management

This study attempts to determine whether the nature of the industrial buying process has an effect on the riskiness of its decisions. Research has shown that group discussion of alternatives has a tendency to shift initial risk preferences of individuals and groups. This social phenomenon, known as “risky shift,” has important implications for marketers since many decisions involve group consensus or social influence if decisions are made by a single individual. It was posited that the influence of others, mainfested by group discussion, will change the risk preference in both individual and group consensus decisions. An industrial supplier selection decision was presented to 92 marketing students in which five alternative sources of supply were described in reference to various performance criteria. The data clearly reflected statistically significant changes in risk preferences as a result of group discussion in both the individual before-individual after and individual before-group after type decision.     

The comparative test in marketing research and theory development

The comparative test has traditionally been viewed as a theoretical and methodological technique that was useful for making rapid advances in the development of marketing as a science. Enthusiasm for the comparative test is rooted in logical empiricism. Unexplored implications for the use of the comparative test in marketing are offered from the sophisticated methodological falsificationist and the social constructionist perspectives. A proposed solution to the problems that are created from using the comparative test in the traditional manner is presented. The solution proposed is relevant to methodology in science in general and should aid research and the development of theory in marketing.     

The integration of microcomputers in marketing research and decision making

This paper focuses on the integrative and pervasive use of microcomputers in marketing research and managerial decision making. The marketing research process is conceptualized as consisting of six phases. At each phase, microcomputer applications and illustrative software are identified as implications for the practice of marketing research discussed. Next the paper illustrates the use of microcomputers in selected application areas such as market segmentation, sales forecasting, new product development, pricing and decision support and expert systems. Guidelines for the selection of microcomputer software in specific situations are provided. The paper concludes with some observations on the future applications of microcomputers in marketing research and decision making.     

Students in marketing research: Surrogates vs. role-players

The usefulness of the student surrogate has been debated extensively in the marketing literature. The results discussed here suggest that business students are ineffective role-players with regard to anticipating consumers' and businesspersons' reactions; however, students' own evaluations were very much like those of businesspersons.     

The use of students as experimental subjects in marketing research

The ability to generalize experimental observations to some larger environment is frequently a critical issue in marketing and consumer behavior research. A number of books and articles have been devoted to the problems associated with external validity but only recently have marketing scholars begun to examine the validity of employing students as subjects in marketing studies. The research reported in this paper was undertaken in an effort to investigate the validity of using students as surrogates for their parents along a number of selected cognitive dimensions. Testing the responses of both groups with MANOVA, it was discovered that student repsonses were significantly different from their parents on every dimension of interest. The findings suggest that had these particular student subjects been chosen as surrogates for their parents in a marketing research study, the external validity would have been seriously questioned.     

浅析“注意力时代”的营销宝典——事件营销

事件营销是近年来国内外十分流行的一种公关传播与市场推广手段,是一种快速提升品牌知名度与美誉度的营销手段。与广告和其他传播活动相比,事件营销能够以最快的速度、在最短的时间创造强大的影响力。越来越多的企业选择事件营销作为其营销的杀手锏,要想利用好这种方式,必须对事件营销模式和对策进行正确的选择,以取得事半功倍的效果。