Little work has been done to experimentally measure
the impact of information on new product decisions. The
author reports on both manager and researcher use of
information in assessing sales estimates. Findings indicate
that the two groups differ widely in their decision-making
style and research use.
Get full access to this article
View all access options for this article.
References
1.
Bartos, James A.1969. "The Assessment of Probability Distributionfor Future Security Prices." Ph.D. Diss., Indiana University .
2.
Cardozo, Richard N., Ivan Ross and William Rudelius .1972. "New Product Decisions by Marketing Executives: A Computer-Controlled Experiment." Journal of Marketing36 (January): 10 -16.
3.
Conover, W.J.1971. Practical Non-Parametric Statistics. New York: John Wiley and Sons.
4.
Deshpande, Rohit.1982. "The Organizational Context of Market Research Use." Journal of Marketing46 (Fall): 91 - 101.
5.
and Gerald Zaltman. 1982. "Factors Affecting the Use of Market Research Information: A Path Analysis." Journal of Marketing Research19 (February): 14 - 31.
6.
and . 1984. "A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use." Journal of Marketing Research21 (February): 32 - 38.
7.
Dunn, William.1980. "The Two Community Metaphor and Models of Knowledge Utilization: An Explanatory Case Study."Knowledge: Creation, Diffusion, Utilization. Vol. 1, Chapter 4, 575 - 586.
8.
Hampton, J.M., P.G. Moore and H. Thomas.1973. "Subjective Probability and Its Measurement ." Journal of the Royal Statistical Society Series A, 136: 21 -42.
9.
Hillier, F.S.1963. "The Derivation of Probabilistic Information for the Evaluation of Risky Investments." Management Science10 (April): 443-457.
10.
Kendall, Maurice G.1962. "Ranks and Measures." Biometrics49: 139 - 149.
11.
Lindley, Denrus.1965. Introduction to Probability and Statistics From a Bayesian Viewpoint. Vol 1 and 2, England: Cambridge University Press.
12.
. 1971. Making DecisionsNew York: John Wiley and Sons.
13.
Morrison, Donald G.1967. "Critique of 'Ranking Procedures and Subjective Probability Distributions.'" Management Science14 (December): 253- 254.
14.
Myers, J., S. Greyser and W. Massy.1979. "The Effectiveness of Marketing's R & D For Marketing Management." Journal of Marketing43 (January): 17-29.
15.
Newman, Joseph.1962. "Put Research into Marketing Decision." Harvard Business Review40 (March-April).
16.
Raiffa, Howard.1970. Decision Analysis: Introductory Lecture on Choices under Uncertainty. New York: Addison-Wesley .
17.
Savage, L.J.1954. The Foundation of Statistics. New York : John Wiley and Sons.
18.
Schlaifer, Robert.1961. An Introduction to Statistics for Business Decisions . New York: McGraw-Hill.
19.
Slovic. Paul and Sara Lichtenstein .1968. "Comparison of Bayesian and Regression Approaches to the Study of Information Processing in Judgement ." Organizational Behavior and Human Performance6 (November): 649 -744.
20.
Small. Robert J. and Larry J. Rosenberg .1975. "The Marketing Researcher as a Decision-Maker: Myth or Reality?" Journal of Marketing39 (January): 2-7.
21.
Smith, L.E.1967. "Ranking Procedures and Subjective Probability Distributions ." Management Science14 (December): 236 - 249.
22.
Smith, Stewart A.1974. "Research and Pseudo-Research in Marketing" Harvard Business Review52 (March-April): 73 -76.
23.
Spetzler, Carl S. and Carl-Axel Stael von Holstein.1975. "Probability Encoding m Decision Analysis" Management Science22 (November): 340-358.
24.
Wallstein, Thomas and David Budescu.1983. "Encoding Subjective Probabilities ." Management Science29.2 (February): 151 -173.
25.
Winkler, Robert L.1967. "The Assessment of Prior Distributions in Bayesian Analysis " American Statistical Association Journal62 (September): 776-800.
26.
Woodruff, Robert B.1972. "Measurement of Consumers' Prior Brand Information ." Journal of Marketing Research9 (August): 258 - 263.
