The evaluation stage in marketing decision making

Prior to making important decisions, marketing managers go through an evaluation process in which available alternatives are compared. Yet, no systematic discussion of the evaluation process exists in the marketing literature. This article reviews the marketing and behavioral decision theory literature in order to identify factors that may cause errors in the two fundamental elements of the evaluation process—the estimation of probabilities and the determination of the value of outcomes. Propositions are developed that specify circumstances in which marketing management decisions may be influenced by judgmental biases, and procedures are identified for debiasing such judgments.     

School Choice and the Distributional Effects of Ability Tracking: Does Separation Increase Inequality?

Tracking programs have been criticized on the grounds that they harm disadvantaged children. The bulk of empirical research supports this view, but existing studies compare outcomes across students placed in different tracks. Track placement is likely to be endogenous with respect to student outcomes. We use a new strategy for overcoming the endogeneity of track placement and find no evidence that tracking hurts low-ability children. Previous studies have also been based on the assumption that students' enrollment decisions are unrelated to whether or not the school tracks. When we account for the possibility that tracking programs affect school choice, we find evidence that they may help low-ability children.     

Combining information for prediction in linear regression

This article deals with the prediction problem in linear regression where the measurements are obtained using k different devices or collected from k different independent sources. For the case of k=2, a Graybill-Deal type combined estimtor for the regression parameters is shown to dominate the individual least squares estimators under the covariance criterion. Two predictors ŷ _c and ŷ _p are proposed. ŷ _c is based on a combined estimator of the regression coefficient vector, and ŷ _p is obtained by combining the individual predictors from different models. Prediction mean square errors of both predictors are derived. It is shown that the predictor ŷ _p is better than the individual predictors for k≥2 and the predictor ŷ _c is better than the individual predictors for k=2. Numerical comparison between ŷ _c and ŷ _p shows that the former is superior to the latter for the case k=2.     

Shopping from a List: International Studies of Consumer Online Experiences

In response to the growth of online shopping, consumer groups from around the world participated in two mystery shopping exercises. These exercises, conducted during the Christmas holiday seasons of 1998 and 2000, involved buying a variety of products from web sites located both domestically and abroad. A number of serious problems were identified within the research, especially lack of disclosure of key consumer information and failures in delivering goods and refunding consumers when goods were returned. The research has been used by consumer organizations to enhance consumer education and to lobby governmental and self-regulatory bodies for greater consumer protection in the online environment.     

Measuring Market Orientation: Exploring a Market Oriented Approach

This paper demonstrates that applications of existing approaches to measuring market orientation are myopic, non-comparative and over-reliant on the views of single respondents. Consequently, a multi-perspective, multi-informant approach for measuring market orientation is generated which focuses on gauging customers', competitors' and intra-organizational members' perceptions of the market orientation of an organization. To evaluate the psychometric properties of this approach an application of this design in a survey of manufacturing industry is subjected to tests for inter-rater reliability, scale reliability, content validity, criterion-related validity and construct validity. The conclusion of this evaluation is that the developed measure is both a reliable and valid means of gauging market orientation. The paper concludes with a series of implications for both theorists and practitioners.