Electric utility returns and the market model

Use of estimates of the single factor market model has been criticized on a number of fronts including the allegedly poor empirical “fit” of the characterization for regulated firms. Countervailing evidence is presented here that indicates the market model is a better characterization of electric utilities than of unregulated companies     

Morphology of asset asymmetry

Although many financial paradigms are predicted on the assumption that security returns are symmetrically distributed, relatively little research has been conducted into the legitimacy of the presumption. This effort is intended to present the results of a thorough investigation of the subject, where two measures of skewness have been computed and compared. Roughly, the major conclusion is that regardless of how skewness is measured, securities have displayed a persistent propensity to positive asymmetry during the last three decades, although the evidence is less unambiguous when evaluated over the last 50 years.     

Competitive position effects and market share: An exploratory investigation

This paper investigates the relative competitive position of a firm with a view toward determining those marketing effort dimensions that significantly influence market share. The study differs from previously published reports in that it utilizes the Profit Impact of Marketing Strategy (PIMS) data base on relative marketing effort to identify key marketing effort variables for two broad classes of goods: consumer nondurables and capital goods. The framework for a competitive positive effects model is developed in terms of nine relative marketing effort dimensions expressed along categories roughly corresponding to competitive superiority, parity, or inferiority. Hypotheses for the two classes of goods, gleaned from the available marketing literature, were empirically tested with use of linear regression models. Though the sets of coefficients relating to the nine marketing decision variables significantly differed ac across industries, similar patterns were found in both groups with respect to the relative breadth of product line and relative product quality dimensions. The results also tended to (a) support the claim of Buzzel et al. [Product Quality, Strategic Planning Institute, Cambridge, 1978] that for product quality to matter, improvements relative to competition must be substantial, and (b) show that for certain effort dimensions striving for competitive superiority may not generate sizable increases in relative market share.     

Exponents of multiattribute models

The effect of different exponents on the predictive ability of multiattribute models is examined. Survey data on 1202 individuals concerning their preferences for television shows is analyzed. The results indicate that the optimal power is not 1, and that consequently it may be somewhat more advantageous to improve on an already strong attribute than on relatively weak ones.     

Mismeasurement of market returns

Virtually all empirical tests of the Capital Asset Pricing Model have assumed (usually implicitly) that returns of some New York Stock Exchange index measure the returns of the “market factor” without error. However, recent theoretical developments suggest that this assumption may be inappropriate. In this effort, an obverse tack is adopted — the asset pricing model is assumed correct and attention is focused on the impacts of incorrect specification of market returns. A simple errors-in-variables econometric technique is used to reevaluate the oft-cited study of Black, Jensen, and Scholes. The conclusion is reached that incorrect measurement of the market is itself an onerous and unreconciled problem which adds marked bias to tests of asset pricing mechanisms.     

Comparing two diverse methods for generating perceptual maps: Multidimensional scaling versus the hand-drawn technique

Multidimensional scaling techniques have lately been subjected to criticism because of a supposed lack of reliability and validity. Yet, no alternative cognitive map-producing techniques have been suggested. The present research describes a graphic technique for developing cognitive maps and compares this technique to multidimensional scaling in terms of reliability and validity. The two techniques are also compared in terms of perceived subject difficulty in completing the tasks and the ability of each technique to predict future brand behavior.     

Profiling demographic characteristics of alienated consumers

Alienation, a subject of considerable research in some behavioral science areas, has been receiving growing attention in relation to unfavorable attitudes toward the marketplace, consumer disgruntlement, and other aspects of consumerism. This paper discusses several elements of alienation adapted and applied specifically to consumers as they perceive the marketplace vis-à-vis themselves. These elements of alienation were examined in relation to demographic factors consisting of ethnic background, sex, age, income, formal education, and marital status. The results offer some insights into consumer alienation and into the feasibility of utilizing traditional demographic variables to identify consumer segments apt to be alienated from the marketplace. These results take on importance because general disgruntlement with the market- place was significantly related to alienation.     

Estimating temporal trends in preferences measured by graded paired comparisons

A sizable marketing research literature on preference measurement, prediction, and explanation has thus far been more concerned with point estimates of preference than with consistent changes over time. Such temporal trends can be estimated using data collected from graded paired comparisons. An appropriate technique for deriving individual and group trend parameters is first described and then illustrated using data from an experiment dealing with aesthetic preferences. Suggestions are offered concerning its advantages and limitations for applications in marketing.