A comparison of aggregation approaches for second-order data

Article Abstract:

Confusion and misunderstanding over the issues and problems associated with aggregation and second-order data have resulted in unwarranted aversion to, and suspicion of, a useful approach for incorporating the perspectives of two parties in an attempt to understand their relationship. In this article, two new approaches are proposed for aggregating individual-level responses to capture the concept of mutuality (e.g., mutual trust or mutual satisfaction) in dyadic relationships. The conceptual approach involves mapping paired responses, either symmetrically or asymmetrically, into rank-ordered sets. The mathematical approach takes the square root of the product of paired responses. These approaches are compared empirically with the traditional approach of an arithmetic average using both simulated and actual dyadic data. Results suggest that the choice of aggregation approach does have empirical implications, particularly in situations of highly divergent responses. Adopting the approach most consistent with the conceptual meaning of a construct is recommended. Mixing aggregation approaches should be avoided. (Reprinted by permission of the publisher.)

Methods

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Applying principles of creativity management to marketing research efforts in high-technology markets

Article Abstract:

The 1990s have seen an increased emphasis on marketing research and marketing information systems. Several trends have caused this renewed interest including increased customer focus, more demands for resource productivity, and heightened domestic and international competition. We examine whether creativity can enhance marketing research and help the organization respond to these challenges. We discuss the measurement and meaning of creativity and describe how creativity techniques can be used in marketing research. Strategic business units of two Fortune 500 companies wanted to determine if using creativity techniques could improve their marketing research efforts and agreed to participate in a case study. We conducted exploratory studies on site at the two companies, applying creativity techniques to questions surrounding the design and development of a marketing information system. (Reprinted by permission of the publisher.)

Management, High technology industry, Business creativity

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