المؤلفون: Pekelman, Dov¹, Sen, Subrata K.²

المصدر: Journal of Marketing Research (JMR). May79, Vol. 16 Issue 2, p211-220. 10p. 3 Charts, 4 Graphs.

مصطلحات موضوعية: *UTILITY functions, *CONJOINT analysis, *MARKETING research, *MARKETING of new products, *PRODUCT management, *PRODUCT attributes, *MARKET share, *PRODUCT design, INTERPOLATION, NUMERICAL analysis

مستخلص: Conjoint measurement generally is used to assess utilities for a few discrete attribute levels. An important practical application of such utility assessments is the prediction of the overall value of alternative new product concepts. If these product concepts are defined as combinations of attribute levels other than the original discrete levels presented to the respondents, linear interpolation commonly is used to predict utilities for the new attribute levels. However, linear interpolation may lead to poor predictions and the consequent choice of the wrong new product to introduce in the market. Therefore, the authors present an alternative to linear interpolation: the estimation of a utility function. An analytical procedure and some numerical results are provided to indicate the superiority of the utility function approach for the prediction of attribute utilities. The market share implications of improved utility prediction ore discussed. [ABSTRACT FROM AUTHOR]

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المؤلفون: Blattberg, Robert C.¹, Sen, Subrata K.²

المصدر: Journal of Marketing Research (JMR). Feb1976, Vol. 13 Issue 1, p34-45. 12p. 7 Charts.

مصطلحات موضوعية: *CONSUMER preferences, *CONSUMER attitudes, *CONSUMER behavior, *BRAND choice, *BAYESIAN analysis, *MARKETING, *STOCHASTIC analysis, *MATHEMATICAL analysis, *PRODUCT management, *BRAND loyalty

مستخلص: The modeling of buyer behavior by stochastic brand choice models has typically involved the use of a single model to represent the behavior of all consumers though consumer heterogeneity is recognized by allowing the model’s parameters to vary across the population. However, analysis of panel data for several frequently purchased products indicates the existence of several distinct consumer segments which are difficult to represent by a single model. It is shown, instead, that in order to describe adequately the behavior of these segments, it is necessary to use several different models while allowing consumers within a segment to have different model parameters. It is further shown that simple heterogeneous multinomial and Markov models appear to be adequate to represent the behavior of most of the segments. [ABSTRACT FROM AUTHOR]

: Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

المؤلفون: Blattberg, Robert C.¹, Sen, Subrata K.¹

المصدر: Journal of Marketing Research (JMR). Nov73, Vol. 10 Issue 4, p421-427. 7p. 2 Charts.

مصطلحات موضوعية: *BRAND choice, *CONSUMER preferences research, *STOCHASTIC models, *DISCRIMINANT analysis, *STATISTICAL hypothesis testing, *BRAND loyalty, *PARAMETER estimation, *BRAND evaluation, *MARKET mapping, CHI-squared test

مستخلص: This paper investigates the small sample properties of minimum chi-square estimates of the parameters of stochastic brand choice models. It also describes and evaluates a statistical test which is appropriate for discriminating between two stochastic brand choice models when one is a constrained version of the other. [ABSTRACT FROM AUTHOR]

: Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

المؤلفون: Pekelman, Dov¹, Sen, Subrata K.²

المصدر: Journal of Consumer Research. Mar79, Vol. 5 Issue 4, p262-271. 10p. 3 Charts, 5 Graphs.

مصطلحات موضوعية: *CONJOINT analysis, *UTILITY functions, *CONSUMER research, *PRODUCT attributes, *LINEAR programming, *ESTIMATION theory, *BRAND evaluation, *BRAND name products, *MARKETING research, INTERPOLATION

مستخلص: Conjoint analysis studies usually calculate utilities for several discrete attribute levels and then use linear interpolation to predict utilities for other attribute levels. Instead of linear interpolation, utility functions can be used. This paper compares the predictive abilities of the utility function approach and the procedure of linear interpolation. [ABSTRACT FROM AUTHOR]

: Copyright of Journal of Consumer Research is the property of Oxford University Press / USA and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

المؤلفون: Narasimhan, Chakravarthi¹, Sen, Subrata K.²

المصدر: Journal of Marketing. Winter83, Vol. 47 Issue 1, p11-24. 14p. 2 Diagrams, 2 Charts.

مصطلحات موضوعية: *TEST marketing, *MATHEMATICAL models of marketing, *MARKETING of new products, *MARKETING management, *INDUSTRIAL research, *COMMERCIAL product testing, *MARKETING research, *PRODUCT management research, *MARKET entry

مستخلص: This paper presents a critical review of nine models using test market data to evaluate the performance of a new brand in an inexpensive, frequently purchased product category. The models are evaluated on both theoretical criteria (e.g., the mathematical structure of the model) and on managerial dimensions (e.g., the type of sales data required and the degree of commercial acceptance of the model). Based on these criteria, three of the models are particularly useful. The paper concludes with a discussion of future directions for research in the area of test market models. [ABSTRACT FROM AUTHOR]

: Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

المؤلفون: Blattberg, Robert C.¹, Sen, Subrata K.¹

المصدر: Journal of Marketing. Oct1974, Vol. 38 Issue 4, p17-28. 12p. 2 Charts.

مصطلحات موضوعية: *MARKET segmentation, *MARKETING strategy, *TARGET marketing, *MARKETING mix, *MARKETING management, *MARKETING research, *MARKETING planning, *BUSINESS planning, *SALES promotion

مستخلص: The authors use data on aluminum foil purchases to empirically evaluate several aspects of a new, potentially more useful, market segmentation strategy. The proposed strategy should help the marketing manager define homogeneous purchase segments, determine the size of each segment, estimate each segment's response to changes in the marketing mix, and direct the company's marketing efforts to the appropriate segments. [ABSTRACT FROM AUTHOR]

: Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

المؤلفون: Pekelman, Dov¹, Sen, Subrata²

المصدر: Advances in Consumer Research. 1977, Vol. 4 Issue 1, p29-34. 6p.

مصطلحات موضوعية: *CONJOINT analysis, *REGRESSION analysis, *MARKETING research, INTERPOLATION, ATTRIBUTION (Social psychology)

مستخلص: It is a common practice in conjoint analysis to calculate utilities for several discrete attribute levels and then use linear interpolation to determine utilities for other attribute levels. For continuous attributes, a preferred alternative to linear interpolation might be the use of utility functions. Using regression analysis to estimate the utility function, this paper presents an analytic procedure to numerically determine the useful-ness of the utility function approach relative to interpolation. [ABSTRACT FROM AUTHOR]

: Copyright of Advances in Consumer Research is the property of Association for Consumer Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

المؤلفون: Pekelman, Dov¹, Sen, Subrata²

المصدر: Advances in Consumer Research. 1976, Vol. 3 Issue 1, p81-87. 7p.

مصطلحات موضوعية: *CONSUMER behavior, *DECISION making, *STOCHASTIC analysis, *MATHEMATICAL analysis, *STOCHASTIC processes

مستخلص: Most multiattribute models assume that the consumer's brand perceptions, ideal point, and attribute weights do not change from one buying situation to another. However, since consumers express preferences for different brands in different purchasing situations, one or more of these parameters must be changing over time. To explain such multibrand preference, we present a model which allows one of the model's parameters, the consumer's attribute weights, to vary across purchasing situations. [ABSTRACT FROM AUTHOR]

: Copyright of Advances in Consumer Research is the property of Association for Consumer Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

المؤلفون: Putsis Jr., William P.¹, Sen, Subrata K.²

المصدر: Applied Economics. 10/10/2000, Vol. 32 Issue 12, p1495-1507. 13p. 5 Charts.

مصطلحات موضوعية: *TELEVISION broadcasting, *REGRESSION analysis, POLITICAL planning, PROBITS, TOBITS

الشركة/الكيان: NATIONAL Football League

مستخلص: In this paper, the authors examine the economic and policy implications of the National Football League (NFL) 'blackout rule,' a league rule that prohibits local television broadcast of games that are not sold out at least 72 hours prior to game time. The foundation for understanding and assessing the impact of the blackout rule is an analysis of attendance using data on games during the 1996-1997 National Football League season. Expanding on previous research, three separate components of attendance (season ticket sales, game day ticket sales, and game day noshows) are examined in detail. Accounting for the endogeneity of key variables, Tobit and Probit analyses are used to estimate and predict individual game attendance. These empirical estimates are then used as a vehicle to assess the implications of game day blackouts and the potential for public policy intervention. More specifically, the authors begin by estimating the impact of the blackout on game day attendance. Using these estimates, they assess the implications of imposing a local blackout for individual team revenues. The gain in on-site stadium revenue due to the blackout (e.g ., through additional ticket and concession sales) are then viewed in the broader context of the societal loss due to the game not being broadcast in the local area. The empirical results suggest that the gain in team revenue is small in comparison to the loss of viewership rights. This suggests that public policy intervention may be possible that would result in a Pareto superior market outcome. The paper concludes by exploring possible intervention strategies. [ABSTRACT FROM AUTHOR]

: Copyright of Applied Economics is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

المؤلفون: Coughlan, Anne T.¹, Sen, Subrata K.²

المصدر: Marketing Science. Fall89, Vol. 8 Issue 4, p324. 19p.

مصطلحات موضوعية: *SALES personnel, *COMPENSATION management, *MOTIVATION research (Marketing), *ECONOMICS, *MARKETING, *PERSONNEL management, *MARKETING research, *SALES executives

مستخلص: This paper discusses recent advances in the study of salesforce motivation and compensation. Special emphasis is given to quantitative approaches from the economics, finance, and marketing literatures. The paper summarizes the findings in this analytical work in the context of some examples of compensation practice in order to illustrate the usefulness of the paradigm for the evaluation and setting of compensation systems. We consider some major issues in setting compensation, such as the firm's own objective; the salesperson's objective; and the nature of the sales response function. Variations in these factors imply significant variation in optimal compensation policy, where "optimal" takes into account the components in the plan, the parameter levels of the components, and whether or not a menu of such plans should be made available to the salesforce. By highlighting the results in the literature in light of some relevant compensation examples, we show the applicability of theory to the practical concerns of salesforce management. We close with a summary of these insights and directions for future research in the area. [ABSTRACT FROM AUTHOR]

: Copyright of Marketing Science is the property of INFORMS: Institute for Operations Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)