Marketing Research: Information for Decision Making

As firms grow more and more in global markets, the role of reliable, verifiable, timely and high quality marketing research information to support decision-making becomes increasingly indispensable. The effectiveness and usefulness of decision-making is directly connected to the broad condition of the preferred sector(s) of the global market. To obtain complete information regarding the market entails designing and completing a significant number of activities arranged in logical sequence. Marketing research is the principal means by which firms comprehend existing and potential customers. Thus, this conceptual paper proposes a framework for accomplishing global market research ventures. In addition, the paper outlines a number of factors that should be taken into consideration by scholars who engage in global market research ventures. The factors represent the diversity of challenges that should be focussed on in conducting research globally. Specific attention is given to the nuances linked to data collection and analysis. Taking cognisance of the above, the informational core in the management of global firms should be assessed according to its value and role in world-wide marketing management. Lastly, technological advances should be integrated into the market research process in order to ease and accelerate research performed across national borders.

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Marketing Research: Information Systems and Decision Making (Second Edition)

Journal of the Operational Research Society ◽

10.1057/jors.1976.107 ◽

1976 ◽

Vol 27 (2) ◽

pp. 525-526

Author(s):

M. J. Phillips

Keyword(s):

Decision Making ◽

Information Systems ◽

Marketing Research ◽

Research Information

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Book Review: Marketing Research: Information Systems and Decision Making

Journal of Marketing ◽

10.1177/002224297103500127 ◽

1971 ◽

Vol 35 (1) ◽

pp. 109-109

Author(s):

John Moore

Keyword(s):

Decision Making ◽

Information Systems ◽

Marketing Research ◽

Research Information

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Modified ridge and other regularization criteria: A brief review on meaningful regression models

Model Assisted Statistics and Applications ◽

10.3233/mas-210536 ◽

2021 ◽

Vol 16 (3) ◽

pp. 225-227

Author(s):

Stan Lipovetsky

Keyword(s):

Decision Making ◽

Regression Models ◽

Latent Class ◽

Marketing Research ◽

Latent Class Models ◽

Response Models ◽

Modeling And Analysis ◽

Regularization Parameters ◽

Lp Metric ◽

Class Models

The work describes a series of techniques designed to obtain regression models resistant to multicollinearity and having some other features needed for meaningful results. These models include enhanced ridge-regressions with several regularization parameters, regressions by data segments and by levels of the dependent variable, latent class models, unitary response, models, orthogonal and equidistant regressions, minimization in Lp-metric, and other criteria and models. All the approaches have been practically implemented in various projects and found useful for decision making in economics, management, marketing research, and other fields requiring data modeling and analysis.

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The Social Power of Narcissists in Mass Customization

10.31234/osf.io/4z9rq ◽

2021 ◽

Author(s):

Johanna Hasenmaile-Aspin ◽

Emanuel de Bellis ◽

Andreas Herrmann

Keyword(s):

Decision Making ◽

Mass Customization ◽

Consumer Satisfaction ◽

Word Of Mouth ◽

Social Power ◽

Marketing Research ◽

Research And Practice ◽

The Social ◽

Social Product ◽

Sample Configuration

It has become standard practice for consumers to customize products instead ofchoosing off-the-shelf solutions. A new practice is that consumers can directly share and discuss their customized products with their peers via social product configurators. We examine how the type of communication affects peer decision-making and satisfaction in such configurators. Drawing on research on mass customization, electronic word of mouth, and narcissism, we propose that narcissistic communication is crucial to understanding the effect of a shared configuration. A series of three studies demonstrates that consumers scoring high (vs. low) on narcissism are more likely to share their customized product online as a sample configuration and to use I-centered communication to describe that configuration. Such narcissistic communication makes peers adjust their own customized product to the sample configuration and to evaluate their own product less favorably. These findings suggest that narcissistic communication influences consumers’ decision-making by increasing the likelihood to conform, potentially negatively impacting consumer satisfaction. The social power of narcissists has implications for both marketing research and practice.

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