Review of Marketing Research

Review of Marketing Research

by Naresh Malhotra
ISBN-10:
0857244752
ISBN-13:
9780857244758
Pub. Date:
12/28/2010
Publisher:
Emerald Group Publishing Limited

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Overview

Review of Marketing Research

Review of Marketing Research covers the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments, as well as present specific empirical studies. Ford, West, Magnini, LaTour, and Polonsky provide a content analysis of the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of the Academy of Marketing Science over the 25-year period (1977-2002). Anderson, Simester, and Zettelmeyer investigate the problems that firms confront when introducing an Internet channel. Hada, Grewal, and Lilien highlight and discuss referral equity that captures the net effect of all referrals for a supplier firm in the market. Dholakia reviews research on the question-behavior effect (QBE), the phenomenon that asking questions influences respondents' behavior. Malhotra, Jain, Patil, Pinson, and Wu address one aspect of the broad issue of the psychological foundations of the dimensions of MDS solutions by focusing on consumer cognitive complexity using empirical data from three independent studies. Rigdon, Ringle, and Sarstedt point out that like SEM, PLS began with an assumption of homogeneity but has developed techniques for modeling data from heterogeneous populations, consistent with a marketing emphasis on segmentation. Collectively the chapters in Volume 7 will substantially aid our efforts to understand, model, and make predictions about both the firm and the consumer and provide fertile areas for future research.

Product Details

ISBN-13: 9780857244758
Publisher: Emerald Group Publishing Limited
Publication date: 12/28/2010
Series: Review of Marketing Research Series , #7
Pages: 307
Product dimensions: 6.20(w) x 9.10(h) x 1.10(d)

Table of Contents

List of Contributors vii

Editorial Board xi

Introduction: Analyzing Accumulated Knowledge and Influencing Future Research xiii

A Backward Glance of Who and What Marketing Scholars Have Been Researching, 1977-2002 John B. Ford Douglas West Vincent P. Magnini Michael S. LaTour Michael J. Polonsky 1

Dynamic Strategic Goal Setting: Theory and Initial Evidence Mark B. Houston S. Ratneshwar Lisa Ricci Alan J. Malter 19

Internet Channel Conflict: Problems and Solutions Eric T. Anderson Duncan Simester Florian Zettelmeyer 63

Referral Equity and Referral Management: The Supplier Firm's Perspective Mahima Hada Rajdeep Grewal Gary L. Lilien 93

A Critical Review of Question Behavior Effect Research Utpal M. Dholakia 145

Consumer Cognitive Complexity and the Dimensionality of Multidimensional Scaling Configurations Naresh K. Malhotra

Structural Modeling of Heterogeneous Data with Partial Least Squares Edward E. Rigdon Christian M. Ringle Marko Sarstedt 255

Previous Volume Contents 297

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