Data-use in marketing: a normative analysis from an artificial science perspective
Article Abstract:
A data-use model is presented from the user's stance, using an analogy between Bayesian analysis and rational decision-making. Ways that various data-users use the same information in various ways are shown. Use of data by managers is equally impacted by the researcher as by the user, with the role of researchers generally overestimated. The model is used to illustrate how the predisposition of the manager determines whether further information is gathered or whether the data is acted upon.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1993
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The effects of information and company reputation on intentions to buy a business service
Article Abstract:
The effect on consumers' purchasing intentions of a company's reputation and expectations are studied. Attitudes to a seller's reputation are consistent with a purchaser's reaction to the service. Business insurance service information is also used to examine the hypothesis that a firm's service offering data and its reputation combine to determine a purchaser's expectations. The firm's reputation should be used to improve the efficacy of a communications projects.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1993
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Market information scanning activities and growth in new ventures: a comparison of service and manufacturing businesses
Article Abstract:
The market information collection practices of new service and manufacturing firms are studied. Results show that firms use different market scanning techniques with personal and business networking as the most popular forms. Manufacturers are heavier users of market scanning compared to service firms. High growth manufacturing firms also perform market scanning more frequently that no-growth manufacturers.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1996
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