Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling
The study describes the complementary benefits of model-building and data analysis using algorithm and statistical modeling methods in the context of unobtrusive marketing field experiments and in transforming findings into isomorphic management models. Relevant for marketing performance measurement...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
International Journal of Business and Economics
2012
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| Subjects: | |
| Online Access: | http://EconPapers.repec.org/RePEc:ijb:journl:v:12:y:2013:i:2:p:131-153 http://hdl.handle.net/20.500.11937/18244 |
| _version_ | 1848749688927289344 |
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| author | Woodside, Arch Schpektor, A. Xia, X. |
| author_facet | Woodside, Arch Schpektor, A. Xia, X. |
| author_sort | Woodside, Arch |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The study describes the complementary benefits of model-building and data analysis using algorithm and statistical modeling methods in the context of unobtrusive marketing field experiments and in transforming findings into isomorphic management models. Relevant for marketing performance measurement, case-based configural analysis is a relatively new paradigm in crafting and testing theory. Statistical testing of hypotheses to learn net effects of individual terms in multiple regression analysis is the current dominant logic. Isomorphic modeling might best communicate what executives should decide using the findings from algorithm and statistical models. We test these propositions using data from an unobtrusive field experiment in a retailing context that includes two levels of expertise, four price-points, and presence versus absence of a friend ("pal" condition) during the customer-salesperson interactions (n=240 store customers). The analyses support the conclusion that all three approaches to modeling provide useful complementary information substantially above the use of one alone and that transforming findings from such models into isomorphic management models is possible. |
| first_indexed | 2025-11-14T07:24:55Z |
| format | Journal Article |
| id | curtin-20.500.11937-18244 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:24:55Z |
| publishDate | 2012 |
| publisher | International Journal of Business and Economics |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-182442017-01-30T12:06:48Z Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling Woodside, Arch Schpektor, A. Xia, X. configural analysis fuzzy set qualitative comparative analysis isomorphic management model field experiment multiple regression analysis The study describes the complementary benefits of model-building and data analysis using algorithm and statistical modeling methods in the context of unobtrusive marketing field experiments and in transforming findings into isomorphic management models. Relevant for marketing performance measurement, case-based configural analysis is a relatively new paradigm in crafting and testing theory. Statistical testing of hypotheses to learn net effects of individual terms in multiple regression analysis is the current dominant logic. Isomorphic modeling might best communicate what executives should decide using the findings from algorithm and statistical models. We test these propositions using data from an unobtrusive field experiment in a retailing context that includes two levels of expertise, four price-points, and presence versus absence of a friend ("pal" condition) during the customer-salesperson interactions (n=240 store customers). The analyses support the conclusion that all three approaches to modeling provide useful complementary information substantially above the use of one alone and that transforming findings from such models into isomorphic management models is possible. 2012 Journal Article http://hdl.handle.net/20.500.11937/18244 http://EconPapers.repec.org/RePEc:ijb:journl:v:12:y:2013:i:2:p:131-153 International Journal of Business and Economics restricted |
| spellingShingle | configural analysis fuzzy set qualitative comparative analysis isomorphic management model field experiment multiple regression analysis Woodside, Arch Schpektor, A. Xia, X. Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling |
| title | Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling |
| title_full | Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling |
| title_fullStr | Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling |
| title_full_unstemmed | Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling |
| title_short | Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling |
| title_sort | triple sense-making of findings from marketing experiments using the dominant variable based-logic, case-based logic, and isomorphic modeling |
| topic | configural analysis fuzzy set qualitative comparative analysis isomorphic management model field experiment multiple regression analysis |
| url | http://EconPapers.repec.org/RePEc:ijb:journl:v:12:y:2013:i:2:p:131-153 http://hdl.handle.net/20.500.11937/18244 |