The nature and measurement of marketing productivity in consumer durables industries: a firm level analysis

Article Abstract:

Improving productivity is a major concern in American industry. Efforts to enhance marketing productivity have been hampered by a lack of a clear conception of what constitutes productivity in the marketing area and an associated absence of standards or benchmarks with which to compare a firm's performance and costs. In this paper of concept of marketing productivity is presented. The PIMS data base is then used to develop situation specific benchmarks for the consumer durables industries. Reliability and validity tests of the benchmarks are presented and the managerial implications of this approach are discussed. (Reprinted by permission of the publisher.)

Labor productivity

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Do source and anonymity affect mail survey results?

Article Abstract:

This study examines the effects of the methodological characteristics of research source and anonymity of response upon mail survey response behavior. Unique features of the study were that the survey sponsor was identified, and the population sampled was one that should have a certain amount of commitment to both the sponsor and the topic because of membership in the sponsoring organization. (Reprinted by permission of the publisher.)

Mail surveys, Survey response rates

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