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dc.contributor.authorWoodside, Arch
dc.contributor.authorSchpektor, A.
dc.contributor.authorXia, X.
dc.date.accessioned2017-01-30T12:06:48Z
dc.date.available2017-01-30T12:06:48Z
dc.date.created2014-04-15T20:01:00Z
dc.date.issued2012
dc.identifier.citationWoodside, Arch G. and Schpektor, Alexandre and Xia, Xin. 2012. Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling. International Journal of Business and Economics. 12 (2): pp. 131-153.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/18244
dc.description.abstract

The study describes the complementary benefits of model-building and data analysis using algorithm and statistical modeling methods in the context of unobtrusive marketing field experiments and in transforming findings into isomorphic management models. Relevant for marketing performance measurement, case-based configural analysis is a relatively new paradigm in crafting and testing theory. Statistical testing of hypotheses to learn net effects of individual terms in multiple regression analysis is the current dominant logic. Isomorphic modeling might best communicate what executives should decide using the findings from algorithm and statistical models. We test these propositions using data from an unobtrusive field experiment in a retailing context that includes two levels of expertise, four price-points, and presence versus absence of a friend ("pal" condition) during the customer-salesperson interactions (n=240 store customers). The analyses support the conclusion that all three approaches to modeling provide useful complementary information substantially above the use of one alone and that transforming findings from such models into isomorphic management models is possible.

dc.publisherInternational Journal of Business and Economics
dc.relation.urihttp://EconPapers.repec.org/RePEc:ijb:journl:v:12:y:2013:i:2:p:131-153
dc.subjectconfigural analysis
dc.subjectfuzzy set qualitative comparative analysis
dc.subjectisomorphic management model
dc.subjectfield experiment
dc.subjectmultiple regression analysis
dc.titleTriple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling
dc.typeJournal Article
dcterms.source.volume12
dcterms.source.number2
dcterms.source.startPage131
dcterms.source.endPage153
dcterms.source.issn16070704
dcterms.source.titleInternational Journal of Business and Economics
curtin.department
curtin.accessStatusFulltext not available


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