Beteiligte: | , , |
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In: | Journal of Marketing, 45, 1981, 4, S. 13-23 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 13-23 |
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ISSN: |
0022-2429
1547-7185 |
DOI: | 10.1177/002224298104500402 |
veröffentlicht in: | Journal of Marketing |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p> This paper presents a comparative analysis of the findings of two field studies and three recent laboratory experiments that assessed the efficacy of judgment based models in aiding marketing decision making. This analysis indicates factors that may affect the effectiveness of these models. The implications of the findings for users of judgment based marketing decision models as well as model builders are discussed, and suggestions are made for future research to improve the models’ effectiveness. </jats:p> |