Salary increases for the marketing executive

This article discusses how marketing executives view their pay raise. A study of 491 marketing executives examined their views on what is a meaningful salary increase and the reasons why their companies give pay raises.     

The effective use of marketing research consultants

Relatively little has been written about effectively managing the buyer-seller relationship for marketing research services. To provide insights into effectively managing this relationship, a survey of both buyers and sellers of marketing research services was conducted. Major findings were that proper problem definition, a familiarity with research methods by the research buyer, and continuous communication between buyer and seller were critical determinants of a successful consultant relationship. For best results the market research buyer-seller relationship should be treated as a mutually beneficial one, not one of conflict or acrimony.     

Measuring managerial cognitive styles: On the logical validity of the Myers-Briggs Type Indicator

This study examined the validity of the sensing-intuition and thinking-feeling scales of the Myers-Briggs Type Indicator as a measure of cognitive styles (i.e., process). Using 20 full-time-employed graduate students in Business Administration as subjects, and simultaneous verbal protocols as a measure of process, only partial support for the scales was found. In particular, the sensing-intuition scale demonstrated greater convergence with processes hypothesized to be associated with it than did the thinking-feeling scale. Recommendations for improving the scales are made.     

Competitive intelligence practices of industrial marketers

This paper explores two ideas: that the competitive inteligence-gathering efforts of industrial marketers differ in purpose from those of consumer marketers, and that the scope of those efforts can be explained by a model incorporating purpose, size, competitive environment, and strategy. Based on data provided by employees of 151 firms, support is found for both of the basic ideas explored.     

Prices of deep discount bonds and the Revenue Act of 1978: An evaluation of market response

This article explores the market response of deep discount corporate bonds to the reduction in the capital gains tax rate incorporated into the Revenue Act of 1978. Such tax change should have increased the desirability of assets acquired for capital gains potential, such as deep discount bonds. Examining a time series of prices and returns for a sample of deep discount corporate bonds and a control group of comparable duration and credit risk corporate bonds selling at or near par did indeed provide evidence of a market price reaction. Moreover, the price changes for the deep discount bonds occurred well in advance of the implementation of the tax change.     

Measures of brand attitude: Are cognitive structure approaches really needed?

Recent research on attitude toward the advertisement provides a theoretical base that questions the usefulness of multiattribute attitude measures. Arguments for global measures of brand attitude in affect-referral choice situations are presented. The two types of measures are tested as predictors of purchase intentions for ten supermarket brands. Global brand attitudes demonstrated greater predictive value for nine of the ten test brands.     

Improving the effectiveness of persuasive communications: Matching message with functional profile

The functional approach to improving communication strategy has received little attention. This research attempts to partially correct this oversight by experimentally verifying the major functional hypothesis: matching message with functional profile brings about attitude change. Working adults were integrated into an experiment which was a before-after with control. The major functional hypothesis was confirmed at the 0.10 level. An associated hypothesis regarding the relative ease of changing value- expressive attitudes compared to utilitarian attitudes was confirmed at the 0.10 level. The results show the importance of matching message with functional profile and highlight the potential inherent in the functional approach.     

Researching marketing problems and opportunities with focus groups

Focus group research is a popular and effective qualitative research method for generating ideas and assessing marketing programs and concepts. This article provides marketers with insights about implementing focus groups in the industrial environment. It presents a specific procedure for conducting focus groups, potential industrial applications for the research technique, guidelines for making decisions about selecting moderators, establishing objectives, recruiting study participants, and controlling costs.