Qnt Mkt: Buyer Behavior (Topic)最新文献

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An Improved Method for the Quantitative Assessment of Customer Priorities 一种改进的客户优先级定量评估方法

Qnt Mkt: Buyer Behavior (Topic) Pub Date : 2009-07-16 DOI: 10.2139/ssrn.1435094

V. Srinivasan, Gordon A. Wyner

{"title":"An Improved Method for the Quantitative Assessment of Customer Priorities","authors":"V. Srinivasan, Gordon A. Wyner","doi":"10.2139/ssrn.1435094","DOIUrl":"https://doi.org/10.2139/ssrn.1435094","url":null,"abstract":"Companies constantly seek to enhance customer satisfaction by improving product or service features. Two methods are commonly used to assess customer priorities for product or service features from individual customers: ratings and constant-sum allocation. A common problem with the ratings approach is that it does not explicitly capture priorities; it is easy for the respondent to say that every feature is important. The traditional constant-sum approach overcomes this limitation, but with a large number of (ten or more) features, it becomes difficult for the respondent to divide a constant sum among all of them. ASEMAP (pronounced Ace-Map, Adaptive Self-Explication of Multi-Attribute Preferences) is a new web-based interactive method for assessing customer priorities. It consists of the respondent first grouping the features into two or more categories of importance (e.g., more important, less important). The respondent then ranks the features in each of the categories from the most important to least important thereby resulting in an overall rank order of the features. In order to estimate quantitative values for the priorities, the computer-based approach breaks down the feature importance question into a sequence of constant-sum paired comparison questions. The paired comparisons are chosen adaptively for each respondent to maximize the information elicited from each paired comparison question. The respondent needs to be questioned only on a small subset of all possible paired comparisons. Importances for the features are estimated from the constant-sum paired comparisons by log-linear multiple regression. The empirical context was that of assessing research priorities among fifteen topics from managers of Marketing Science Institute's member companies. The ASEMAP method provided a statistically significant and substantially better validity than the traditional constant sum method.","PeriodicalId":268293,"journal":{"name":"Qnt Mkt: Buyer Behavior (Topic)","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117192986","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 7

Modeling Endogenous Social Effects: A Study of M.B.A. Student Summer Internship Application Choices 内生性社会效应模型:mba学生暑期实习申请选择研究

Qnt Mkt: Buyer Behavior (Topic) Pub Date : 2009-06-17 DOI: 10.2139/ssrn.1421312

Tong Tony Bao, Sachin Gupta, Vrinda Kadiyali

{"title":"Modeling Endogenous Social Effects: A Study of M.B.A. Student Summer Internship Application Choices","authors":"Tong Tony Bao, Sachin Gupta, Vrinda Kadiyali","doi":"10.2139/ssrn.1421312","DOIUrl":"https://doi.org/10.2139/ssrn.1421312","url":null,"abstract":"We study how summer internship application choices of MBA students at a major university are influenced by the application choices made by their fellow students. We develop a simultaneous model of each individual’s choice as a function of other students’ choices. Our model of interdependence in decision making is structural and equilibrium-based. Also, the model is general enough to allow both positive and negative effects of average group choices on any individual’s decision. The structure of our data enables us to identify endogenous social effects separately from exogenous or correlated effects. We employ a two-stage procedure to address the endogeneity of choices: we estimate empirical choice probabilities in the first stage, and taste parameters for hiring firm attributes and peer influence in the second stage. Our results show that as expected, students prefer jobs with strong internship attributes (e.g. high salary, large firm size). In contrast to previous studies, we find negative (rather than positive) social effects. That is, strong attributes also make an internship application less attractive, leading to a lower choice probability relative to cases of zero or positive social effects. These negative social effects are consistent with congestion, i.e. students are aware that a good internship will attract the interest of more students, thus lowering the odds of getting it. These negative social effects are stronger for students with more work experience and stronger GMAT scores.","PeriodicalId":268293,"journal":{"name":"Qnt Mkt: Buyer Behavior (Topic)","volume":"47 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115877752","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1