Type IV error in marketing research: the investigation of ANOVA interactions

Article Abstract:

Considerable attention is typically given to Type I and Type II errors when conducting empirical research. This article presents an error, often ignored in marketing and consumer behavior research, termed Type IV error. This error results from the improper investigation of interactions in an analysis of variance. A review of research published in Journal of Marketing Research and Journal of Consumer Research found widespread occurrence of Type IV errors. Illustrative improper interpretations of interactions are discussed and approaches for properly investigating interactions are presented. Situations where interactions need to be tested and interpreted are noted. These situations are contrasted with those where it is more appropriate to examine cell mean differences. The correct use of graphs of cell means is also discussed. Guidelines are presented for avoiding Type IV errors. (Reprinted by permission of the publisher.)

Research, Analysis, Marketing research, Market research, Analysis of variance

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Trademark dilution and the practice of marketing

Article Abstract:

This article considers the marketing implications of the Federal Trademark Dilution Act (FTDA) of 1995. The FTDA, an amendment to the Lanham Act, will influence the manner in which marketing is practiced well into the twenty-first century. Although the FTDA is specifically concerned with protecting famous trademarks from being diluted - either by having their distinctiveness diminished or positive associations tarnished - by similar trademarks, its influence will not be limited to trademark or branding issues. Implications range from the allocation of advertising resources to the increased use of marketing research. (Reprinted by permission of the publisher.)

Regulation, Licensing, and Inspection of Miscellaneous Commercial Sectors, Licenses, Patents & Trademarks, Marketing Management, Trademark Programs, Laws, regulations and rules, Prevention, Marketing, Intellectual property, Trademarks, Trademark dilution

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