Concept testing

This paper is a review of concept testing based on the published literature and a series of personal interviews with leading practitioners. While there is considerable agreement on the usefulness of concept testing, practitioners disagree on the best way to perform them. In addition to highlighting these disagreements, the paper covers general suggestions for improving concept testing.     

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.     

Price elasticity and bid-ask price spreads in the treasury bond market

Typical analyses of transactions costs in the bond markets explain these costs in terms of yield, term to maturity, coupons, and issue size. However, these analyses do not recognize the price elasticity of bonds to interest rate movements, which provides better measures of market risk and bid-ask price spreads. Elasticity or duration and issue size together display stronger associations with bid-ask price spreads than do the traditional variables. The association is also less subject to multicollinearity of the independent variables. Finally, stepwise regressions show that coupon and yield data add no information about bid-ask price spreads not already impounded in the duration statistic. This casts doubt on the nonduration arguments often used to support these variables as separately meaningful in transactions cost analyses.     

Culture and organizational control

The influence of socio-cultural processes on organizational control is explored. The concepts of external and internal control are developed and related to several key dimensions of socio-cultural analysis which vary cross-culturally. Ethnographic evidence is presented to illustrate these different relationships.     

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.     

Parameter nonstationarity in retail choice models

The question of spatial nonstationarity in retail choice models generally has been ignored in the literature. This paper discusses why such nonstationarity might arise and presents an empirical test of nonstationarity in grocery choice data collected from a midwestern city. Based on these findings a nonstationarity retail choice model is proposed. The nonstationary model predicts data from a hold-out sample better than the stationary model.     

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.     

Market similarity and market selection: Implications for international marketing strategy

International market selection patterns for a sample of 954 new products suggest that firms exhibit a significant preference for markets similar to the home market. Preferences for similar markets decline as firms gain experience in a variety of markets, however. This pattern suggests the importance of uncertainty and information in global market selection and marketing mix management. Alternative means of gathering information about foreign markets permit and support very different approaches to global marketing activity. More fundamentally, a global perspective on the relationship between market conditions, marketing policies and programs, and consumer response can be developed systematically to improve global marketing performance.     

Two copy testing techniques: The cloze procedure and the cognitive complexity test

The theory behind two copy testing techniques—the cloze procedure and the cognitive complexity text—is reviewed; and three hypotheses are developed for testing. These two techniques work especially well when used together as they provide a way to match message properties with the audience's abilities. In a discriminant analysis setting, support is found for all three hypotheses, and a substantial portion of the variance in the criterion variable—advertising recall—is taken into account. The results of predictions to a validation sample are also encouraging.     

The error learning hypothesis: The evidence reexamined

This paper reexamines the error learning hypothesis, taking explicit account of both the measurement error in forward rates and the nonstationary of liquidity premiums. The evidence is consistent with the model, but with lower explanatory power than the previous results of Meiselman (1962) and Van Horne (1965).