A Taxonomic Evaluation of Advertising Budgeting Models

The advertising budget allocation decision has been recognized as a critical decision that should receive logical, scientific determination. However, actual decision-making practice indicates that marketers typically use qualitative, non-scientific methods when setting advertising budgets. This article discusses the reasons for this practice by focusing on the properties of qualitative models which make them attractive to practitioners and the properties of quantitative models which make them unattractive. To assist in this analysis, a taxonomy for the classification of various qualitative and quantitative budget models is constructed, the emphasis of which is on the perceived usefulness of a budget model to practitioners.     

Women and Minorities in Introductory Economics Textbooks: 1974 to 1984

The authors conducted a painstaking review of widely used economics textbooks to determine if or how issues relating to race and gender are treated. In doing so, the authors also shed light on the nature of the treatment of these issues.     

Capitalism in China

Communist China, in contrast to Russia and other East European states, has a long tradition of markets. Arthur Seldon welcomes the increasing honesty with which the Chinese Government, under Deng Xaio-Ping (right), is rejecting centralised control.     

Design considerations for neyman-pearson and wald hypothesis testing

Summary The Neyman-Pearson Lemma describes a test for two simple hypotheses that, for a given sample size, is most powerful for its level. It is usually implemented by choosing the smallest sample size that achieves a prespecified power for a fixed level. The Lemma does not describe how to select either the level or the power of the test. In the usual Wald decision-theoretic structure there exists a sampling cost function, an initial prior over the hypothesis space and various payoffs to right/wrong hypothesis selections. The optimal Wald test is a Bayes decision rule that maximizes the expected payoff net of sampling costs. This paper shows that the Wald-optimal test and the Neyman-Pearson test can be the same and how the Neyman-Pearson test, with fixed level and power, can be viewed as a Wald test subject to restrictions on the payoff vector, cost function and prior distribution.     

Challenges for multinational corporations

The author presents some thoughts about multinational corporations, traces the evolution of the multinational operations of his organization, and outlines some of the broad challenges ahead for multinational companies.     

AUTHORITY: A MONOPOLY RUNNING AMOK IN BUSINESS1

This article show why Authority ‐ in the form of the Competition Commission ‐ produces harmful consequences when it seeks to impose idealised notions of competition on real‐world markets. The recent anti‐trust measures taken against Microsoft are a classic example of such regulatory failure. Paradoxically, monopolistic behaviour is characteristic of the provision of services by the public sector but draws no response from those authorities charged with curbing monopoly power.     

Statistical Analysis of Choice Experiments and Surveys

Measures of households' past behavior, their expectations with respect to future events and contingencies, and their intentions with respect to future behavior are frequently collected using household surveys. These questions are conceptually difficult. Answering them requires elaborate cognitive and social processes, and often respondents report only their “best” guesses and/or estimates, using more or less sophisticated heuristics. A large body of literature in psychology and survey research shows that as a result, responses to such questions may be severely biased. In this paper, (1) we describe some of the problems that are typically encountered, (2) provide some empirical illustrations of these biases, and (3) develop a framework for conceptualizing survey response behavior and for integrating structural models of response behavior into the statistical analysis of the underlying economic behavior.