"The Review of Marketing Research" annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians. Unlike other research publications in the field that impose rigid limitations on the length of articles, RMR publishes longer chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, emerging trends, international developments, guidelines for implementation, and suggestions for further theory development and testing. Edited by Narash K. Malhotra along with a distinguished Editorial Review Board drawn from the leading figures in marketing research and theory, the annual "Review of Marketing Research" volumes include approximately 7-8 chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range of current marketing research methodologies. No marketing bookshelf or library will be complete without this annual series.
Author(s): Naresh K. Malhotra
Publisher: Emerald Group Publishing Limited
Year: 2005
Language: English
Pages: 256
REVIEW OF MARKETING RESEARCH......Page 5
AD HOC REVIEWERS......Page 6
CONTENTS......Page 7
REVIEW OF MARKETING RESEARCH: SOME REFLECTIONS......Page 9
Brief Reflections on the Field of Consumer Research......Page 15
Consumer Action......Page 19
Automaticity in Action......Page 21
Intentional Consumer Action......Page 24
Reasons for an Action......Page 31
Desires to Act......Page 40
Consumer Self-Regulation......Page 42
Conclusion......Page 44
Notes......Page 47
References......Page 48
Abstract......Page 55
Affective Forecasting......Page 56
Affective Misforecasting......Page 64
Normative Issues Regarding Affective Forecasting in Marketing Practice......Page 81
Directions for Future Research......Page 83
References......Page 85
Abstract......Page 93
Literature Review......Page 94
Theoretical Framework......Page 98
Data......Page 102
Test for Proportional Draw......Page 109
Information Produced by Internet Sources......Page 111
Conclusions......Page 113
Future Research......Page 115
References......Page 117
Abstract......Page 121
Categorization Literature Review......Page 122
Development of the Evaluation Formation Model......Page 137
Research Design and Methodology......Page 145
Statistical Analyses and Results......Page 150
Conclusions and Contributions......Page 153
References......Page 155
Abstract......Page 163
Literature Review and Conceptual Framework......Page 164
Propositional Inventory......Page 172
Discussion......Page 182
Acknowledgments......Page 185
References......Page 186
The Metrics Imperative: Making Marketing Matter......Page 189
Metrics Hierarchy Versus Metric Dashboard......Page 190
Key Metrics......Page 192
Links in the Chain......Page 195
Technical and Methodological Issues......Page 200
General Issues......Page 201
Summary......Page 204
References......Page 208
Motivation: Research Questions Suited for HLM......Page 215
Introduction to HLM Terminology and Notation......Page 220
The Hierarchical Linear Model......Page 221
The Car Brand Data Analyzed via HLM......Page 224
A Larger, Real-World Illustration......Page 225
Extensions and Limitations......Page 229
Marketing Applications of HLM......Page 231
Summary......Page 233
References*......Page 237
ABOUT THE EDITOR AND CONTRIBUTORS......Page 241
INDEX......Page 243
