The commodity approach in marketing research: is it really obsolete?

Article Abstract:

The purpose of this paper is to examine a paradox in the marketing literature. This paradox concerns the commodity approach to marketing research. On the one hand, the commodity approach is perceived as obsolete. Few marketing journals or textbooks refer to it as a marketing research method. On the other hand, commodity based papers are still prominent in the marketing literature. Industrial products and the marketing of services are still the focus of a substantial amount of research. In order to empirically investigate the actual status of the commodity approach in scholarly marketing research, this paper presents a content analysis of articles appearing in the Journal of Marketing (1936-1989) and the AMA Proceedings (1957-1989). The goal of the content analysis is to measure how the adoption rate of the commodity approach has evolved over the past 54 years. Is the commodity approach as obsolete as it is perceived to be? Results show that (1) the adoption rate of the commodity approach is cyclical, (2) different commodities are studied more frequently in each of these cycles, and (3) current papers are more theoretical and less descriptive than earlier papers adopting the commodity approach. (Reprinted by permission of the publisher.)

Analysis, Periodicals, American Marketing Association

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Demographic contributions to marketing: an assessment

Article Abstract:

The use of demographics in marketing studies has a relatively long history. Given the proliferation of demographic data, and some of the concern over the shortcomings of demographic contributions to marketing, it is appropriate to assess the use of demographics in the marketing literature. This study examines the contribution of population data, methods, and models in six marketing journals from 1980 through 1988. The results show that even though demographics appear in over 15 percent of the studies, methodological and theoretical shortcomings limit their value. The findings are discussed with respect to application improvements that should be made. (Reprinted by permission of the publisher.)

Usage, Demography, Demographic surveys

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An exploratory study of the generalizability of selected marketing measures

Article Abstract:

Generalizability theory, a board-based psychometric model for assessing the dependability (reliability) of measures, is used to assess several commonly used marketing measures. Classical reliability coefficients are reported for each measure and compared to generalizability coefficients. Classical theory is shown to be inappropriate in some marketing contexts and the marketing measures are found to be undependable in some measurement situations. The comprehensiveness and flexibility of generalizability theory is demonstrated. (Reprinted by permission of the publisher.)

Research, Psychometrics

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