Review of
Marketing Research
Review of Marketing Research VOLUME 5
Naresh K. Malhotra Editor
M.E.Sharpe Armonk, Ne...
87 downloads
3044 Views
2MB Size
Report
This content was uploaded by our users and we assume good faith they have the permission to share this book. If you own the copyright to this book and it is wrongfully on our website, we offer a simple DMCA procedure to remove your content from our site. Start by pressing the button below!
Report copyright / DMCA form
Review of
Marketing Research
Review of Marketing Research VOLUME 5
Naresh K. Malhotra Editor
M.E.Sharpe Armonk, New York London, England
Copyright © 2009 by M.E.Sharpe, Inc. All rights reserved. No part of this book may be reproduced in any form without written permission from the publisher, M.E. Sharpe, Inc., 80 Business Park Drive, Armonk, New York 10504.
Library of Congress ISSN: 1548-6435 ISBN: 978-0-7656-2125-2 Printed in the United States of America The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences Permanence of Paper for Printed Library Materials, ANSI Z 39.48-1984.
N
IBT (c)
10
9
8
7
6
5
4
3
2
1
CHAPTER TITLE
REVIEW OF MARKETING RESEARCH EDITOR: NARESH K. MALHOTRA, GEORGIA INSTITUTE OF TECHNOLOGY
Editorial Board Rick P. Bagozzi, University of Michigan Russ Belk, University of Utah Ruth Bolton, Arizona State University George Day, University of Pennsylvania Morris B. Holbrook, Columbia University Michael Houston, University of Minnesota Shelby Hunt, Texas Tech University Dawn Iacobucci, Vanderbilt University Arun K. Jain, University at Buffalo, State University of New York Barbara Kahn, University of Miami Wagner Kamakura, Duke University Donald Lehmann, Columbia University Robert F. Lusch, University of Arizona Nelson Oly Ndubisi, Monash University, Malaysia Debbie MacInnis, University of Southern California A. Parasuraman, University of Miami William Perreault, University of North Carolina Robert A. Peterson, University of Texas Nigel Piercy, University of Warwick Jagmohan S. Raju, University of Pennsylvania Brian Ratchford, University of Texas, Dallas Jagdish N. Sheth, Emory University Itamar Simonson, Stanford University David Stewart, University of California, Riverside Rajan Varadarajan, Texas A&M University Michel Wedel, University of Maryland Barton Weitz, University of Florida
v
v
vi
APPLIED THEORY IN WORKPLACE SPIRITUALITY
AD HOC REVIEWERS Kevin Crowston, Syracuse University Renana Peres, The Hebrew University of Jerusalem, Israel Ashutosh Prasad, University of Texas at Dallas S. Siddarth, University of Southern California Catarina Sismeiro, Tanaka School, Imperial College, London Katherine Stewart, University of Maryland
vi
CHAPTER TITLE
vii
CONTENTS Review of Marketing Research: The First Five Volumes Naresh K. Malhotra Contents, Volume 1 Contents, Volume 2 Contents, Volume 3 Contents, Volume 4
ix xvii xviii xix xx
1. Consumer Judgment from a Dual-Systems Perspective: Recent Evidence and Emerging Issues Samuel D. Bond, James R. Bettman, and Mary Frances Luce
3
2. Can You See the Chasm? Innovation Diffusion According to Rogers, Bass, and Moore Barak Libai, Vijay Mahajan, and Eitan Muller
38
3. Exploring the Open Source Product Development Bazaar Balaji Rajagopalan and Barry L. Bayus
58
4. A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research Wayne S. DeSarbo, Simon J. Blanchard, and A. Selin Atalay
75
5. Methods for Handling Massive Numbers of Attributes in Conjoint Analysis Vithala R. Rao, Benjamin Kartono, and Meng Su
104
6. A Review and Comparative Analysis of Laddering Research Methods: Recommendations for Quality Metrics Thomas J. Reynolds and Joan M. Phillips
130
7. Metrics for the New Internet Marketing Communications Mix Randolph E. Bucklin, Oliver J. Rutz, and Michael Trusov
175
About the Editor and Contributors
193
vii
REVIEW OF MARKETING RESEARCH
ix
REVIEW OF MARKETING RESEARCH The First Five Volumes NARESH K. MALHOTRA
OVERVIEW Review of Marketing Research, now in its fifth volume, is a fairly recent publication covering 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. The first five volumes have featured some of the top researchers and scholars in our discipline who have reviewed an array of important topics. The response to the first four volumes has been truly gratifying, and we look forward to the impact of the fifth volume with great anticipation. PUBLICATION MISSION The purpose of this series is to provide current, comprehensive, state-of-the-art articles in review of marketing research. Wide-ranging paradigmatic, theoretical, or substantive agendas are appropriate for this publication. This includes a wide range of theoretical perspectives, paradigms, data (qualitative, survey, experimental, ethnographic, secondary, etc.), and topics related to the study and explanation of marketing-related phenomena. We reflect an eclectic mixture of theory, data, and research methods that is indicative of a publication driven by important theoretical and substantive problems. We seek studies that make important theoretical, substantive, empirical, methodological, measurement, and modeling contributions. Any topic that fits under the broad area of “marketing research” is relevant. In short, our mission is to publish the best reviews in the discipline. Thus, this publication bridges the gap left by current marketing research publications. Current marketing research publications such as the Journal of Marketing Research (USA), International Journal of Marketing Research (UK), and International Journal of Research in Marketing (Europe) publish academic articles with a major constraint on the length. In contrast, Review of Marketing Research will publish much longer articles that are not only theoretically rigorous but also more expository, with a focus on implementing new marketing research concepts and procedures. This will also serve to distinguish this publication from Marketing Research magazine, published by the American Marketing Association (AMA). ix
x
REVIEW OF MARKETING RESEARCH
Articles in Review of Marketing Research should encompass the following: s s s s s s s s s s
#RITICALLY REVIEW THE EXISTING LITERATURE 3UMMARIZE WHAT WE KNOW ABOUT THE SUBJECTKEY lNDINGS 0RESENT THE MAIN THEORIES AND FRAMEWORKS 2EVIEW AND GIVE AN EXPOSITION OF KEY METHODOLOGIES )DENTIFY THE GAPS IN LITERATURE 0RESENT EMPIRICAL STUDIES FOR EMPIRICAL PAPERS ONLY $ISCUSS EMERGING TRENDS AND ISSUES &OCUS