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Research for marketing decisions
Paul E. Green,Donald S. Tull +1 more
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This article is published in Journal of Marketing.The article was published on 1975-07-01. It has received 319 citations till now. The article focuses on the topics: Marketing research & Return on marketing investment.read more
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An analysis of the supplier selection process
Rohit Verma,Madeleine E. Pullman +1 more
TL;DR: In this paper, the authors examined the difference between managers' rating of the perceived importance of different supplier attributes and their actual choice of suppliers in an experimental setting and found that although managers say that quality is the most important attribute for a supplier, they actually choose suppliers based largely on cost and delivery performance.
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Measuring Consumer Willingness to Pay at the Point of Purchase
Klaus Wertenbroch,Bernd Skiera +1 more
TL;DR: In this article, the authors present an empirical comparison of several market research techniques for measuring consumers' willingness to pay (WTP) in estimating demand for private and public goods and in designing optimal price schedules.
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A Maximum Likelihood Methodology for Clusterwise Linear Regression
Wayne S. DeSarbo,William L. Cron +1 more
TL;DR: This paper presented a conditional mixture, maximum likelihood methodology for clusterwise linear regression, which simultaneously estimates separate regression functions and membership in K clusters or groups, and performed a Monte Carlo analysis via a fractional factorial design.
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Passing the Torch: Intergenerational Influences as a Source of Brand Equity
TL;DR: In this paper, the authors report the findings of two studies that show intergenerational impacts on brand equity to be persistent and powerful across an array of consumer packaged goods, but as a strategic challenge, these effects seem to apply strongly for some brands but not for others.
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Channel Domination and Countervailing Power in Distributive Channels
TL;DR: In this article, the power of a channel leader is a result of his control over some power sources, and of dependency of other channel members upon him, and such power can b...