The impact of services versus goods on consumers' assessment of perceived risk and variability

Article Abstract:

With the development of service marketing concepts comes the need to test theory against consumer behavior. This study examines differences in perceived risk and variability between services and goods. In a controlled experiment whereby product stimuli were objectively placed along a goods-services continuum, data from consumers was collected focusing on six types of perceived risk and product variability. The findings of the study provide evidence that services evoke heightened risk and product variability perceptions. (Reprinted by permission of the publisher.)

Services industry, Service industries

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Organizational culture and ethical research behavior

Article Abstract:

The author examines, in the context of Wallach's (1983) conceptualization, the influence of bureaucratic, supportive, and innovative cultural dimensions on marketing research professionals' reported ethical research behavior. The results indicate that marketing research professionals in organizations of burueaucratic-innovative-supportive culture reflect the highest reported research ethics behavior, followed by those in organizations of innovative-supportive and bureaucratic-only cultures, respectively. (Reprinted by permission of the publisher.)

Commercial nonphysical research, Evaluation, Human resource management, Influence, Ethical aspects, Corporate culture, Market research services, Marketing research firms, Research ethics

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Cluster analysis versus Q-type factor analysis as a disaggregation method in hybrid conjoint modeling: an empirical investigation

Article Abstract:

The author compares the predictive performance of cluster analysis and Q-type factor analysis as disaggregation methods in hybrid conjoint modeling. The results indicate that cluster- and Q-type factor-based models perform about equally well in predictive validity terms. The paper, however, suggests the need for more empirical research. (Reprinted by permission of the publisher.)

Cluster analysis

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