Research Methods and Tools
A Conceptual Model of Service Quality and Its Implications for Future ResearchJan 1, 1984 A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry, 1984, 84-106
Proposes model, research propositions, and preliminary measures for research on quality in service businesses.
Identifying Competitive Brand Relationships When Consumers Seek VarietyJan 1, 1984 Leigh McAlister and James M. Lattin, 1984, 84-105
Supplies new technique for inferring competitive relationships from brand-choice data; compares results in a sample application to those produced by three existing techniques.
The SOCO Scale: A Measure of Customer Orientation of SalespeopleJan 1, 1982 Robert Saxe and Barton A. Weitz, 1982, 82-113
Develops and tests a scale that measures the degree to which a salesperson engages in customer-oriented selling; relates use of a customer-oriented approach to sales performance and environmental characteristics.
Market Measurement and AnalysisDavid B. Montgomery and Dick R. Wittink, 1980, 80-103
Presents 41 papers relevant to the measurement of response to marketing communication; sales forecasts for new and existing products; market definition and segmentation; development and analysis of advertising, product, pricing, and distribution strategy; managerial decision making; models of consumer values, attitudes, and purchase behavior; and marketing testimony for legal problems.
Retail Patronage BehaviorJan 1, 1980 Edgar A. Pessemier, 1980, 80-112
Describes key measures of retail patronage behavior and shows how formal quantitative analysis of patronage behavior can help guide strategic merchandising decisions.
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