Journal of Marketing Research

The accuracy of marketing research results is affected by sampling and nonsampling errors. While the former can be computed objectively using sampling theory, the latter depend on subjective estimates. Such estimates can be facilitated by examining relevant empirical evidence. This article presents a model for integrating the subjective estimates about nonsampling error into estimates of total survey error and demonstrates its use through an example.

If advertising by public transportation companies is to be useful, an effective method of advertising evaluation must be available. This paper presents such a method, based on a mathematical modeling approach, and the results of its application to a transit advertising campaign.

This article explores the use of a brand choice stochastic model's mean value function in evaluating two models empirically, using a common set of purchase data. The linear learning model fit the data well, but its mean value function was not capable of making reasonable predictions of successive, aggregate purchasing statistics. Another brand choice model, the new trier model, was found to perform much better. The results suggest that model tests should not be restricted to the usual goodness-of-fit test, especially in situations of non-stationarity. A structural comparison of the two models focuses on their different approaches to nonstationarity.

The proportion of people who express an attitude about a given brand generally depends on how recently they have used the brand.

Post-decision cognitive reevaluation of instant coffee was primarily influenced by confirmation-disconfirmation experience with the product. Prior information resulting from brand familiarity influenced the direction of post-decision reevaluation.

This article reviews and clarifies the main concepts associated with subliminal research and develops and tests a theoretical explanation of the effects of subliminal stimulation. Basic drive arousal was predicted and achieved but attempts to form subliminal associations with behavioral consequences proved futile.

This article supplements other critical evaluations of consumer research by discussing several issues and problems that impede the development of a consumer behavior research tradition.

A field study employing a shopping simulation compared the purchasing behavior of working and middle class housewives. Explanations of behavioral differences were sought through an analysis of the respondents’ personal attributes. Substantial variation was found in the nature of decision making by social class, even when observed behavior was similar.

Determining the optimal marketing mix for a firm requires information about the sales effects of the marketing policies under consideration. A model and estimation procedure to obtain such market intelligence for frequently purchased products are described and some empirical results are discussed.

This paper extends the factor analytic model of brand loyalty to multichotomous data in which a consumer's varying degrees of loyalty to several brands are estimated. The resultant loyalty scores are compared with simple probability measures and also explored in relation to aggregate market shares.

The hypothetical shop situation method is widely used in market research, but does not seem to have been previously tested by simultaneous observations of purchasing behavior in shops. A project which included such a comparison was carried out by the authors and has led to conclusions concerning the applicability of the method.

In this study the mid-1960's new car market is analyzed by using a new, dummy variable, multivariate technique known as Multiple Classification Analysis (MCA). This approach helps provide a better understanding of this complex market and gives some interesting hints as to its possible future direction.

This study investigates differences in risk perception between buying by mail and buying from a store and/or salesman. For 20 products studied, consumers perceived more risk in the mail-order situation than in the store/salesman situation. The relationship between perceived risk and selected socioeconomic variables is examined. Implications for further research are explored.

Using the Newell, Shaw, and Simon postulates for an information processing theory of human problem solving, decision net models were constructed for two individual consumers’ choices of grocery products. The models were tested against actual data, and the resulting predictions were highly accurate.

This computer program analyzes content by classifying each individual sentence or phrase by its single, most important meaning. The total content of a document is then the sum of these individual classifications (statement meanings). In the examples studied, five key words can determine specific meaning for individual sentences.