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- Title
AN EXPERIMENTAL STUDY OF THE IMPACT OF JUDGMENT-BASED MARKETING MODELS.
- Authors
McIntyre, Shelby H.
- Abstract
The impact of a decision calculus model on decision quality is assessed in a laboratory setting. An experimental design assesses the effects of: (a) the size of the problem (i.e., the number of control units over which allocations are to be made), (b) the noise-to-signal ratio in the market and (c) individual differences among the model users. The aspects of individual differences studied are: (1) time taken on the task, (2) mathematical ability and (3) cognitive style. The main experiment involved 96 subjects in a full factorial design. In general, the decision calculus model had a beneficial impact on a broad range of decision quality measures, particularly profit achievement.
- Subjects
DECISION making in marketing; MARKETING models; EXPERIMENTAL design; FACTORIAL experiment designs; FACTOR analysis; DECISION making; MATHEMATICAL models; STATISTICAL hypothesis testing
- Publication
Management Science, 1982, Vol 28, Issue 1, p17
- ISSN
0025-1909
- Publication type
Article
- DOI
10.1287/mnsc.28.1.17