Informants in Organizational Marketing Research: How Many, Who, and How to Aggegrate Responses? Gerrit H. Van Bruggen, Gary L. Lilien, Manish Kacker Erasmus Research Institute of Management Report Series Research in Management Bibliographic Data and Classifications

lnformants in Organizational Marketing Research: Why Use Multiple lnformants and How to Aggregate Responses

Organizational research frequently involves seeking judgmental response data from informants within organizations. This article discusses why using rnultiple informants improves the quality of response data and thereby the validity of research findings. The authors show that when there are multiple informants who disagree, responses aggregated with confidenceor competence-based weights outperto...

“Informants in Organizational Marketing Research: How many, Who, and How to Aggregate Opinions?”

Organizational research frequently involves seeking judgmental data from multiple, potential informants within organizations. Researchers are often faced with determining how many informants to survey, who those informants should be and (if more than one) how best to aggregate responses when disagreement exists between respondents. Using data from a laboratory study involving the MARKSTRAT simu...

The Powerful Triangle of Marketing Data, Managerial Judgment, and Marketing Management Support Systems GERRIT H. VAN BRUGGEN, ALE SMIDTS AND BEREND WIERENGA ERASMUS RESEARCH INSTITUTE OF MANAGEMENT REPORT SERIES RESEARCH IN MANAGEMENT BIBLIOGRAPHIC DATA AND CLASSIFICATIONS

In this paper we conceptualize the impact of information technology on marketing decision-making. We argue that developments in information technology affect the performance of marketing decision-makers through different routes. Advances in information technology enhance the possibilities to collect data and to generate information for supporting marketing decision-making. Potentially, this wil...

Bridging the marketing theory–practice gap with marketing engineering

New developments in marketing management support systems (MMSSs) have provided the marketer with a growing supply of tools that can enrich decision making. In this paper, we describe the concept of marketing engineering — an approach to solving marketing decision problems — popularized by Lilien and Rangaswamy [Lilien GL,Rangaswamy A. Marketing engineering: computer-assisted marketing analysis ...

Bergh, U. Kaymak Erasmus Research Institute of Management Report Series Research in Management Bibliographic Data and Classifications