An Assessment of Marketing Thought & Practice contains proceeding papers from the 1982 Educators conference, intended to familiarize educators with techniques, perspectives, and concepts that can enhance their development as teachers and researchers. This compilation is jointly edited by Bruce J. Walker, William O. Bearden, William R. Darden, Patrick E. Murphy, John R. Nevin, Jerry C. Olson, and Barton A. Weitz. The papers are categorized into 6 tracks parallel to the conference theme, with the award-winning paper featured at the end of each track. The buyer behavior track focuses the influence of ethnic, gender, cross-culture, and personal values in consumer behavior. The marketing education track provides a review on marketing curriculum and teaching methods practiced in the 1980s. The marketing mix and marketing institution track presents a comprehensive collection of papers on retailing, distribution, sales, and sales force management. The marketing strategy and special markets track elaborates on strategies needed to approach and establish in unique markets. The public policy and macromarketing track discusses regulatory issues in marketing and advertising. The research methodology track presents an historic perspective of measurement, analysis, survey methods, and interpretation of marketing research.
Competitive Analysis Category
Attitude Research Under the Sun was edited by John Eighmey. This work is a compilation of proceedings of the 1978 Attitude Research Conference. The papers explore in an interdisciplinary fashion some niche areas such as attitude trend research, neglected areas such as content analysis, and areas of popular interest such as attitude models. Also featured are attitudinal analysis with respect to print and electronic medium of advertising.
Chapter 1 of Models of Buyer Behavior
Eclectic Research and Construct Validation outlines two competing research strategies, eclectic research and intensive research, utilized by social scientists. Studies on income-sales and price-sales relationships offer real-world examples of these techniques, as well as demonstrate the superiority of eclectic research. The text argues that eclectic research provides more in-depth information at a reasonable cost than intensive research, and would thus be more helpful and cost efficient to social scientists.
Chapter 1 of Life Style and Psychographics
The chapter is written by Emanuel Demby, president of Motivational Programmers Inc., a firm that specializes in psychographic applications. Demby presents his views of the past, present, and future applications of psychographics in consumer-behavior research. He also illustrates his beliefs with descriptions of studies that have played supportive roles in his research.
Chapter 1 of Multivariate Methods for Market and Survey Research
This chapter proposes techniques for the classification of multivariate methods. The text attempts to demonstrate the usefulness of multivariate methods if properly utilized for different research needs of marketing and survey research functions.
Chapter 10 of Multivariate Methods for Market and Survey Research
The chapter investigates factor analysis and the resolution of a set of manifest variables linearly in terms of new constructs. The principal aim is to attain scientific parsimony or economy of description. The place of factor analysis in the statistical family of multivariate analysis is also discussed.
Chapter 11 of Multivariate Methods for Market and Survey Research
The chapter describes parts of the large system of clustering procedures known as the BC TRY system. The text argues for a focus on psychological and conceptual interpretation rather than on mathematical algorithms. The advantages of this system are also thoroughly discussed.
Chapter 12 of Multivariate Methods for Market and Survey Research
The chapter demonstrates the importance of the addition of cluster analysis to the family of multivariate techniques and marketing technology. The text attempts to summarize and introduce the essential concepts for application in marketing research. Selected successful applications of the procedure are also illustrated.
Chapter 13 of Multivariate Methods for Market and Survey Research
The chapter describes the application of a few latent structure analysis models to a number of typical marketing and advertising problems. First the central notions of LSA are presented together with formal versions of three models. Finally, basic problems encountered in applying LSA to the marketing discipline are addressed.
Chapter 14 of Multivariate Methods for Market and Survey Research
The chapter is concerned with techniques expressly designed for dealing with sets of multivariate data whose variables are in part or totally ordinal-scaled. The basic concept on which these techniques are based is monotonic regression, which is fully discussed. The concepts future applications and potential evolution are also examined.