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Titolo:
DATA-USE IN MARKETING - A NORMATIVE ANALYSIS FROM AN ARTIFICIAL SCIENCE PERSPECTIVE
Autore:
HORNIK J; CHERIAN J;
Indirizzi:
UNIV ILLINOIS,DEPT MKT,BOX 4348 CHICAGO IL 60690 UNIV ILLINOIS,DEPT MKT,BOX 4348 CHICAGO IL 60690 UNIV CHICAGO CHICAGO IL 60637
Titolo Testata:
Journal of business research
fascicolo: 3, volume: 27, anno: 1993,
pagine: 229 - 238
SICI:
0148-2963(1993)27:3<229:DIM-AN>2.0.ZU;2-D
Fonte:
ISI
Lingua:
ENG
Soggetto:
CONSUMER RESEARCH;
Tipo documento:
Article
Natura:
Periodico
Settore Disciplinare:
Social Sciences Citation Index
Citazioni:
15
Recensione:
Indirizzi per estratti:
Citazione:
J. Hornik e J. Cherian, "DATA-USE IN MARKETING - A NORMATIVE ANALYSIS FROM AN ARTIFICIAL SCIENCE PERSPECTIVE", Journal of business research, 27(3), 1993, pp. 229-238

Abstract

Literature about data-use has tended to overstate the importance of data-providers (ie, of researchers), and to understate the importance of data-users (ie, of managers). Because data-use is just as much underthe influence of the user as of the provider, the disparity in importance given to researchers and managers is improper. A model of data-use is developed here from the point of view of the data-user, based on an analogy between rational decision-making and Bayesian analysis. Themodel then empirically illustrates how different decision-makers use identical data in different ways. Specifically, the model shows how decision-maker predispositions shift the balance between the two fundamental decisions in data-use: deciding to act or deciding to gather moredata.

ASDD Area Sistemi Dipartimentali e Documentali, Università di Bologna, Catalogo delle riviste ed altri periodici
Documento generato il 24/09/20 alle ore 04:56:19