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- Title
Managerial Judgment in Marketing: The Concept of Expertise.
- Authors
Larréché, Jean-Claude; Moinpour, Reza
- Abstract
Judgment-based estimations often are used in marketing decision making and as inputs to decision calculus models. An evaluation of different approaches to integrating individual judgments is performed in the context of a marketing situation where the "true" values being estimated are known. Experts identified by a simple external measure of expertise are found likely to provide better estimates, followed by groups participating in a Delphi process. Experts identified by self-rated confidence and interpersonal group consensus are not found likely to provide better estimates than the average of the initial judgments of the members of a group.
- Subjects
MARKETING management; MARKETING research; INDUSTRIAL management; ECONOMIC aspects of decision making; STRATEGIC planning; MANAGEMENT by objectives; MANAGERIAL economics; EXPERTISE -- Social aspects; INFORMATION retrieval; INFORMATION resources management; MATHEMATICAL models of decision making; MANAGEMENT science research; MANAGEMENT
- Publication
Journal of Marketing Research (JMR), 1983, Vol 20, Issue 2, p110
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3151678