“Informants in Organizational Marketing Research: How many, Who, and How to Aggregate Opinions?”
نویسندگان
چکیده
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 simulation, we show that when there are multiple respondents who disagree, using either data-based weights or confidence-based weights provides significant gains in estimation accuracy over simple averaging of respondent reports, with confidence based weighted results performing best. We then illustrate how these results can be used to determine the best number of respondents for a market research task as well as to provide an effective screening mechanism when seeking a single, best informant
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