Summer 2001 SIG Newsletter
Marketing Research Track at Summer 2001 AMA Educators’ Conference
The Marketing Research track for the Summer 2001AMA meeting is sponsoring
3 sessions (1 special session and 2 competitive paper sessions)
at the conference.
The special session, organized by Adam Finn of University of
Alberta, is entitled “Use of GeneralizabilityTheory
in Marketing: Measurement Reliability and Validity
Issues.” The purpose of this special session is to examine
the current state and potential opportunities for increased use
of generalizability theory in marketing. The session will also feature
the presentation of the Churchill Award for Lifetime Achieve -ment
and the Lehmann Dissertation Award. The Lehmann Award is presented
annually for the best dissertation based research paper in Journal
of Marketing or Journal of Marketing Research. More details on this
special session can be found in the following story.
Two additional sessions will also be held. Madhav Segal of Southern
Illinois University at Edwardsville will chair a session on
“Marketing Models.” Featured presentations include “A
Model of Service Failure and Recovery Strategies” by Zhen
Zhu, University of Illinois-Chicago and K. Sivakumar, Lehigh University;
“An Investigation of the Efficacy of Systematically Incorporating
Demographic Variables into Market Structure Definition,” by
Frank J. Carmone, Jr., Wayne State University and Ali Kara, Penn
State University –York;and “Benchmarking Marketing
Performance” by Edmund K.Hershberger, Georgia State University,
Talai Osmonbekov, Georgia State University, and Naveen Donthu, Georgia
State University.
Rajesh Gulati of St. Cloud State University will chair a
session titled “Research Synthesis and Meta-Analysis.”
Featured presentations include:”Organizational Buying Behavior:
A Meta-Analysis” by Jeffery E. Lewin, Western Carolina University
and Naveen Donthu, Georgia State University, “An Updated
Meta-Analysis of the Attitudes Towards Advertising” by Thomas
G. Brashear, University of Massachusetts and Vishal Kashyap,University
of Massachusetts; “The Importance of Historical Context
and Uniqueness of Events for the Historical Analysis in Marketing
Research” by Sertan Kabadayi, CUNY Baruch College; and
“A State-of-the-Art Review of the Literature on the Measurement
of Differences Within Micro-Culture Markets” by Denver D’Rozario,
Howard University.
Special Session Highlights Generalizability Theory
Marketers are devoting increased attention to the development and
use of reliable and valid scales to measure marketing constructs.
Generalizability theory (G-theory) has long been identified as the
most appropriate approach to the assessment of reliability in marketing
and to the design of efficient measurement. But while a case for
the use of G-theory has been made repeatedly in the field’s
leading methodological journal, few marketing researchers have taken
up the method.
The
MR SIG will feature a special session on “Use of Generalizability
Theory in Marketing: Measurement Reliability and Validity Issues,”
chaired by Adam Finn of
the University of Alberta. The special session will examine
the use of G-theory in marketing. An important issue to be addressed
is the identification of reasons why
substantive applications in marketing have been so limited. Examples
of areas to be considered include whether the method has been adequately
explained in the literature, whether there are specific implementation
problems that need to be overcome, and the availability and accessibility
of software.
The session will feature three papers: “Generalizability Theory
and Public Policy Research” by George Franke, University
of Alabama; “Data and Estimate Variability:Dual Criteria
to Optimize the Design of Measurement” by Ujwal Kayande,
Australian Graduate School of Management, Paul Yau, Australian Graduate
School of Management, and Robert Kohn, Australian Graduate School
of Management; and “A Generalizability Paradigm for Scale
Development” by Adam Finn, University of Alberta and Ujwal
Kayande, Australian Graduate School of Management.
The session should be of interest to marketers interested in the
efficiency of their measurement programs, the design of measurement
studies, and empirical generalizabi -lity of marketing research,
and those engaged in the development or validation of multi-item
marketing scales.
2. SIG(NIFICANT) RESEARCH NEWS
Editor’s Corner:
Spatial Stat is Exciting New Area for Market Research
Spatial statistics is an old field which is slowly being introduced
in marketing. It involves the development of response models that
take into account the spatial
correlation of objects embedded in a two-dimensional map. By taking
into account these correlations, it is possible to build forecasting
models that are both powerful and parsimonious.
Recent examples of spatial statistics methodologies applied to marketing
problems include: “Spatial Prediction of Market Shares Using
a Model of the United States Retail Industry,” by Bart Bronnenberg
(UCLA) and Catarina Sismeiro (UCLA); “Unobserved
Retailer Behavior in Multimarket Data: Joint Spatial Dependence
in Market Shares and Promotion Variables” by Bart Bronnenberg
(UCLA) and Vijay Mahajan (Univ. of Texas, Austin);“Identifying
Spatial Segments in International Markets” by Frenkel Ter
Hofstede (Carnegie Mellon), Michel Wedel (Michigan), and J.B. Steenkamp
(Tilburg University); and “Analysis of Cross-Category Dependence
in Market Basket Selection” by Gary J. Russell (University
of Iowa) and Ann Petersen (University of Iowa).
A good general introduction to spatial statistics is “Statistics
for Spatial Data,” by Noel A.C. Cressie (Wiley Series in Statistics
and Probability). Econometric applications are emphasized in “Spatial
Data Analysis in the Social and Environmental Sciences,” by
Robert Haining (Cambridge University Press). The Cressie book is
basically an encyclopedia that describes the three “flavors”
of spatial statistics: point processes, kriging, and lattice processes.
Haining’s book places greater emphasis on exploratory data
analysis and applications. Both books are available through online
booksellers such as amazon.com
They make great summer reading!
Market Research Info Available at MR SIG Web Site
Developing a new market research course? Interested in learning
more about jobs in market research? Curious about market research
practice? Looking for a graduate program in marketing research?
All this information (and much more) can be found at
the MR SIG web site: http://firefly.unl.edu/mrsig/.
The site contains links to marketing research scholarly and professional
organizations, data sources, graduate programs
in market research, market research course syllabi, market research
related journals, and market research firms. You can also find up-to-date
information about activities of the MR SIG.
If you have comments or suggestions about the MR SIG web site, contact
Professor Dwayne Ball of University of Nebraska-Lincoln at
dball1@unl.edu
SIG(NIFICANT) RESEARCH NEWS is the official newsletter of the
Marketing Research Special Interest Group (MR SIG) of the American
Marketing Association (AMA). For more information please contact
MR SIG Chair P.K. Kannan (pkannan@rhsmith.umd.edu)
or Newsletter Editor Gary J. Russell (gary-j-russell@uiowa.edu).
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