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An Experimental Study of the Impact of Judgment-Based Marketing Models

Author

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  • Shelby H. McIntyre

    (University of Santa Clara)

Abstract

The impact of a decision calculus model on decision quality is assessed in a laboratory setting. An experimental design assesses the effects of: (a) the size of the problem (i.e., the number of control units over which allocations are to be made), (b) the noise-to-signal ratio in the market and (c) individual differences among the model users. The aspects of individual differences studied are: (1) time taken on the task, (2) mathematical ability and (3) cognitive style. The main experiment involved 96 subjects in a full factorial design. In general, the decision calculus model had a beneficial impact on a broad range of decision quality measures, particularly profit achievement.

Suggested Citation

  • Shelby H. McIntyre, 1982. "An Experimental Study of the Impact of Judgment-Based Marketing Models," Management Science, INFORMS, vol. 28(1), pages 17-33, January.
    • Handle: RePEc:inm:ormnsc:v:28:y:1982:i:1:p:17-33
    DOI: 10.1287/mnsc.28.1.17
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    Cited by:

    1. Bachler, Sebastian & Haeussler, Stefan & Momsen, Katharina & Stefan, Matthias, 2024. "Do people willfully ignore decision support? Evidence from an online experiment," VfS Annual Conference 2024 (Berlin): Upcoming Labor Market Challenges 302404, Verein für Socialpolitik / German Economic Association.
    2. Gary L. Lilien & Arvind Rangaswamy & Gerrit H. Van Bruggen & Katrin Starke, 2004. "DSS Effectiveness in Marketing Resource Allocation Decisions: Reality vs. Perception," Information Systems Research, INFORMS, vol. 15(3), pages 216-235, September.
    3. Lilien, Gary L. & Rangaswamy, Arvind & van Bruggen, Gerrit H. & Wierenga, Berend, 2002. "Bridging the marketing theory-practice gap with marketing engineering," Journal of Business Research, Elsevier, vol. 55(2), pages 111-121, February.
    4. Darmon, Rene Y., 2002. "Salespeople's management of customer information: Impact on optimal territory and sales force sizes," European Journal of Operational Research, Elsevier, vol. 137(1), pages 162-176, February.
    5. Shuliang Li & Jim Zheng Li, 2009. "A multi‐agent‐based hybrid framework for international marketing planning under uncertainty," Intelligent Systems in Accounting, Finance and Management, John Wiley & Sons, Ltd., vol. 16(3), pages 231-254, July.
    6. Parker, Philip M. & Sarvary, Miklos, 1997. "Formulating dynamic strategies using decision calculus," European Journal of Operational Research, Elsevier, vol. 98(3), pages 542-554, May.
    7. Gelderman, M., 1995. "Factors affecting the success of management support systems: analysis and meta-analysis," Serie Research Memoranda 0020, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    8. Ujwal Kayande & Arnaud De Bruyn & Gary L. Lilien & Arvind Rangaswamy & Gerrit H. van Bruggen, 2009. "How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluations," Information Systems Research, INFORMS, vol. 20(4), pages 527-546, December.
    9. Gelderman, Maarten, 1997. "Task difficulty, task variability and satisfaction with management support systems: consequences and solutions ˜," Serie Research Memoranda 0053, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    10. R C Hanna & P D Berger & L J Abendroth, 2005. "Optimizing time limits in retail promotions: an email application," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 56(1), pages 15-24, January.
    11. Charles Abramson & Imran S. Currim & Rakesh Sarin, 2005. "An Experimental Investigation of the Impact of Information on Competitive Decision Making," Management Science, INFORMS, vol. 51(2), pages 195-207, February.
    12. Dong, Weimin & Swain, Scott D. & Berger, Paul D., 2007. "The role of channel quality in customer equity management," Journal of Business Research, Elsevier, vol. 60(12), pages 1243-1252, December.
    13. Berend Wierenga & Gerrit H. Van Bruggen & Richard Staelin, 1999. "The Success of Marketing Management Support Systems," Marketing Science, INFORMS, vol. 18(3), pages 196-207.
    14. Germann, Frank & Lilien, Gary L. & Rangaswamy, Arvind, 2013. "Performance implications of deploying marketing analytics," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 114-128.

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    Keywords

    marketing;

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