Author(s): Naresh K. Malhorta
Publisher: Emerald Group Publishing Limited
Year: 2008
Language: English
Pages: 217
Review of Marketing Research......Page 2
REVIEW OF MARKETING RESEARCH......Page 6
AD HOC REVIEWERS......Page 7
CONTENTS......Page 8
PUBLICATION MISSION......Page 10
ARTICLES IN THE FIRST VOLUME......Page 11
ARTICLES IN THE THIRD VOLUME......Page 12
ARTICLES IN THE FOURTH VOLUME......Page 13
ARTICLES IN THIS VOLUME......Page 14
REFERENCES......Page 17
CONTENTS, VOLUME 1......Page 18
CONTENTS, VOLUME 2......Page 19
CONTENTS, VOLUME 3......Page 20
CONTENTS, VOLUME 4......Page 21
Introduction......Page 24
Intuition and Analysis as Distinct Systems of Thought......Page 25
Determinants of System Engagement and Utilization......Page 31
Application to Topics in Consumer Behavior......Page 35
Persuasion Knowledge......Page 36
Emerging Issues for Marketing Research......Page 44
Conclusions......Page 51
References......Page 52
Introduction......Page 59
Innovators as Influential......Page 60
Life According to Rogers, Bass, and Moore......Page 63
Data Analysis......Page 68
Empirical Results and Implications......Page 70
Discussion......Page 73
References......Page 76
Introduction......Page 79
Conceptual Framework......Page 82
The Empirical Study......Page 83
Conclusions and Directions for Future Research......Page 90
References......Page 93
Introduction......Page 96
Optimal Positioning in STP......Page 100
The Proposed Clusterwise Unfolding Model......Page 103
Application: Portable Telephones......Page 110
Discussion......Page 118
References......Page 122
Introduction......Page 125
Alternative Methods for Massive Number of Attributes......Page 126
Details of the Methods and Applications......Page 127
A Comparison of Methods......Page 144
References......Page 148
Introduction......Page 151
Laddering......Page 154
Proposed Resolution......Page 166
Study......Page 169
Notes......Page 178
References......Page 179
Appendix A. Glossary of Laddering Terms......Page 185
Appendix B. Computation of Laddering Quality Metrics......Page 187
Appendix C. Code Distributions......Page 193
Appendix D. Summary of Quasi-Reliability and Quasi-Validity Measures by Laddering Method......Page 195
Introduction......Page 196
Internet Advertising......Page 197
The Internet as a Social Medium and Online Word-of-Mouth......Page 205
Conclusion......Page 210
References......Page 211
ABOUT THE EDITOR AND CONTRIBUTORS......Page 214
