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Full-Text Articles in Business
Valuing Value: Value-In-Use And Marketing Performance, Kevin William James
Valuing Value: Value-In-Use And Marketing Performance, Kevin William James
Doctoral Dissertations
A unified subject matter defines every scientific discipline. Marketing then, like other disciplines, consists of a finite set of core concepts. This dissertation focuses specifically on the core concept of "value" as being among the most central of concepts and more specifically elaborates theoretically on the concept of value-in-use. Historically, marketing's received view suggests customer satisfaction is a key contributor to firm success. However, the extant literature reports a weak relation between customer satisfaction and a firm's organizational performance (Woodruff, 1997). This dissertation makes a theoretical case for value as among the most telling metrics in all of marketing and …
Response Rate And Response Error In Marketing Research, M. Yasemin Ocal Atinc
Response Rate And Response Error In Marketing Research, M. Yasemin Ocal Atinc
Doctoral Dissertations
In this study, I investigate the perspectives of marketing researchers views about the two important concepts of survey research, response rate and response bias. I specifically aimed to answer the following questions: Research Question #1: Do marketing researchers separate the concepts of response rate from response bias? Research Question #2: How exactly should data quality be measured? Is it about sample representativeness, minimizing non- response bias or just solely Increasing the response rate? Research Question #3: What are researchers doing to assess and minimize response bias? Research Question #4: Do additional efforts put forth by survey researchers, such as reminder …