Research Methods and Tools
New Developments in Marketing ResearchScott Hoenig, 1986, 86-112
Summaries of seven presentations on techniques to predict product acceptance, perceptual mapping, regression techniques, a technique to summarize different studies on the same topic, and the extent of marketing research use in industry.
SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service QualityJan 1, 1986 A. Parasuraman, Valarie Zeithaml, and Leonard L. Berry, 1986, 86-108
Uses earlier qualitative research to develop and refine a 26-item instrument for assessing customer perceptions of the quality of a service firm.
Pretest Market Models: A Critical EvaluationJan 1, 1986 Allan D. Shocker and William G. Hall, 1986, 86-107
Discusses concept of pretest market models; compares and contrasts four of the most commonly used models.
Perceptual Maps and the Optimal Location of New ProductsJan 1, 1986 Richard Schmalensee and Jacques-FranÃ§ois Thisse, 1986, 86-103
Builds on three areas of research perceptual mapping in marketing, modeling of markets with differentiated products in economics, and location theory in operations research to specify mathematically an approach to selecting optimal new product designs.
Game Theory in Marketing Management: Issues and ApplicationsJan 1, 1986 C. Anthony di Benedetto, 1986, 86-100
Examines extension of basic game theory to marketing; cites sample uses and practical considerations.
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