The increasing need for improving survey research is driven by commercial pressures facing the ma... more The increasing need for improving survey research is driven by commercial pressures facing the market research industry. Particular challenges are non-response and response bias associated with survey instruments. We suggest how focus groups can assist in meeting this challenge. We explain how focus groups can assist in refining segmentation criteria, eliciting emotional purchasing motives and refining consumer language. Accordingly, product attributes can be developed and range of response options finetuned. Various protocols and interventions are described for each set of circumstances. Intervention techniques include projective methods and skilled probing. Focus groups are superior to depth interviewing for establishing more quickly the range of issues that embrace a research study and for determining the range of attitudes, opinions and behaviour for each critical issue. Speed and cost-effectiveness associated with focus groups is based on the cross-fertilisation of ideas that i...
Intuition is essential to marketing scholarship and practice. Furthermore, under certain business... more Intuition is essential to marketing scholarship and practice. Furthermore, under certain business conditions, it becomes invaluable as a primary mode of decision making. Reflecting this perspective, conceptual research on the topic is abundant. Empirical studies in business school settings that address marketing intuitive decision making are scarce. Without application of intuitive thinking at the marketing education class level, diffusion of this important skill in the educational sphere will not take place. In this paper using case themes, we test role-playing and experiential knowledge effects on graduate business students’ assessments and intuitive decision making.
PurposeThe purpose of this paper is to examine the extent to which personal values, moral foundat... more PurposeThe purpose of this paper is to examine the extent to which personal values, moral foundations and gender-role identities affect, in sequence, consumers' constructions of their ethnocentric and cosmopolitan orientations. Achieving a better understanding of the psychological makeup of consumer ethnocentrism and cosmopolitanism should help managers better design international market segmentation and brand positioning strategies.Design/methodology/approachThe study's conceptual framework is anchored in attitude and values theories, and focuses on the social categorizations that consumers make and how these contribute to the formation of their ethnocentric and cosmopolitan orientations. Drawing data from consumers living in five European countries, we test our theoretical conjectures through structural equation modeling approaches, including multigroup analysis at the country level, as well as the identification and scrutiny of potential pan-European consumer segments.Fin...
Core constructs are necessary as a basis for scale development in brand prestige research. This s... more Core constructs are necessary as a basis for scale development in brand prestige research. This study examines the theoretical rationale for two such concepts–brand excellence and status conferral–and uses latent class scaling in an empirical test as to whether they are ...
... Correspondence should be directed to Melvin Prince, Professor of Marketing, Southern Connecti... more ... Correspondence should be directed to Melvin Prince, Professor of Marketing, Southern Connecticut State University, 501 Crescent Street, New ... recent managerial attention has been devoted to how knowledge is created and transferred in organizations (Choo 1998; Elsbach ...
Http Dx Doi Org 10 1080 10641734 2010 10505272, May 7, 2012
... This would avoid perceptions of unfairness about how re-wards are allocated. Unfortunately, t... more ... This would avoid perceptions of unfairness about how re-wards are allocated. Unfortunately, the mental mod-els in how clients and agencies evaluate work and feel about each other are complex and pluralistic (Feldwick 1997; Grant and McLeod 2007). ...
... In accordance with Moorman, Zaltman and Deshpande (1992), trust is determined by the joint be... more ... In accordance with Moorman, Zaltman and Deshpande (1992), trust is determined by the joint beliefs in the ability and/or motivation of agencies to sustain the perceived performance ex-pected of their clients. When trust is prevalent, this ...
Purpose – This paper aims to use goal-setting theory to explain the transfer of knowledge and ski... more Purpose – This paper aims to use goal-setting theory to explain the transfer of knowledge and skills between master of business administration (MBA) and the workplace. Design/methodology/approach – Data were obtained by an online survey of MBA students enrolled in at four US graduate business schools. These were a public and private institution in the Northeast region, a private sectarian institution in the Midwest region and a private institution in the Pacific region. All students worked while attending the university. The sampling frame consisted of each school’s MBA enrollees. Questionnaires were distributed to a random cross-section of part-time students at each graduate school of business representative of returned by 144 students. The profiles of responders were consistent with parameters for the entire MBA student population. Findings – The research shows that multiple goals of reciprocal knowledge and skills transfer may be in harmony and mutually reinforcing. In principle,...
... The creation of identities in immersive online digital environments has ... Avatar analysis e... more ... The creation of identities in immersive online digital environments has ... Avatar analysis enhances understanding of brand percep-tions and meanings, discovers new ways of positioning and differentiating brands, and provides insights for improving the effectiveness of brand ...
... 191 Life Satisfaction Crossover Among Couples MELVIN PRINCE, CHRIS MANOLIS AND RANDI MINETOR ... more ... 191 Life Satisfaction Crossover Among Couples MELVIN PRINCE, CHRIS MANOLIS AND RANDI MINETOR Page 2. 192 MELVIN PRINCE ET AL. ... Compared with women, men are more concerned with high pay, good security, and opportunity for personal control (Mottaz, 1986). ...
Journal of Current Issues & Research in Advertising, 2010
... This would avoid perceptions of unfairness about how re-wards are allocated. Unfortunately, t... more ... This would avoid perceptions of unfairness about how re-wards are allocated. Unfortunately, the mental mod-els in how clients and agencies evaluate work and feel about each other are complex and pluralistic (Feldwick 1997; Grant and McLeod 2007). ...
The increasing need for improving survey research is driven by commercial pressures facing the ma... more The increasing need for improving survey research is driven by commercial pressures facing the market research industry. Particular challenges are non-response and response bias associated with survey instruments. We suggest how focus groups can assist in meeting this challenge. We explain how focus groups can assist in refining segmentation criteria, eliciting emotional purchasing motives and refining consumer language. Accordingly, product attributes can be developed and range of response options finetuned. Various protocols and interventions are described for each set of circumstances. Intervention techniques include projective methods and skilled probing. Focus groups are superior to depth interviewing for establishing more quickly the range of issues that embrace a research study and for determining the range of attitudes, opinions and behaviour for each critical issue. Speed and cost-effectiveness associated with focus groups is based on the cross-fertilisation of ideas that i...
Intuition is essential to marketing scholarship and practice. Furthermore, under certain business... more Intuition is essential to marketing scholarship and practice. Furthermore, under certain business conditions, it becomes invaluable as a primary mode of decision making. Reflecting this perspective, conceptual research on the topic is abundant. Empirical studies in business school settings that address marketing intuitive decision making are scarce. Without application of intuitive thinking at the marketing education class level, diffusion of this important skill in the educational sphere will not take place. In this paper using case themes, we test role-playing and experiential knowledge effects on graduate business students’ assessments and intuitive decision making.
PurposeThe purpose of this paper is to examine the extent to which personal values, moral foundat... more PurposeThe purpose of this paper is to examine the extent to which personal values, moral foundations and gender-role identities affect, in sequence, consumers' constructions of their ethnocentric and cosmopolitan orientations. Achieving a better understanding of the psychological makeup of consumer ethnocentrism and cosmopolitanism should help managers better design international market segmentation and brand positioning strategies.Design/methodology/approachThe study's conceptual framework is anchored in attitude and values theories, and focuses on the social categorizations that consumers make and how these contribute to the formation of their ethnocentric and cosmopolitan orientations. Drawing data from consumers living in five European countries, we test our theoretical conjectures through structural equation modeling approaches, including multigroup analysis at the country level, as well as the identification and scrutiny of potential pan-European consumer segments.Fin...
Core constructs are necessary as a basis for scale development in brand prestige research. This s... more Core constructs are necessary as a basis for scale development in brand prestige research. This study examines the theoretical rationale for two such concepts–brand excellence and status conferral–and uses latent class scaling in an empirical test as to whether they are ...
... Correspondence should be directed to Melvin Prince, Professor of Marketing, Southern Connecti... more ... Correspondence should be directed to Melvin Prince, Professor of Marketing, Southern Connecticut State University, 501 Crescent Street, New ... recent managerial attention has been devoted to how knowledge is created and transferred in organizations (Choo 1998; Elsbach ...
Http Dx Doi Org 10 1080 10641734 2010 10505272, May 7, 2012
... This would avoid perceptions of unfairness about how re-wards are allocated. Unfortunately, t... more ... This would avoid perceptions of unfairness about how re-wards are allocated. Unfortunately, the mental mod-els in how clients and agencies evaluate work and feel about each other are complex and pluralistic (Feldwick 1997; Grant and McLeod 2007). ...
... In accordance with Moorman, Zaltman and Deshpande (1992), trust is determined by the joint be... more ... In accordance with Moorman, Zaltman and Deshpande (1992), trust is determined by the joint beliefs in the ability and/or motivation of agencies to sustain the perceived performance ex-pected of their clients. When trust is prevalent, this ...
Purpose – This paper aims to use goal-setting theory to explain the transfer of knowledge and ski... more Purpose – This paper aims to use goal-setting theory to explain the transfer of knowledge and skills between master of business administration (MBA) and the workplace. Design/methodology/approach – Data were obtained by an online survey of MBA students enrolled in at four US graduate business schools. These were a public and private institution in the Northeast region, a private sectarian institution in the Midwest region and a private institution in the Pacific region. All students worked while attending the university. The sampling frame consisted of each school’s MBA enrollees. Questionnaires were distributed to a random cross-section of part-time students at each graduate school of business representative of returned by 144 students. The profiles of responders were consistent with parameters for the entire MBA student population. Findings – The research shows that multiple goals of reciprocal knowledge and skills transfer may be in harmony and mutually reinforcing. In principle,...
... The creation of identities in immersive online digital environments has ... Avatar analysis e... more ... The creation of identities in immersive online digital environments has ... Avatar analysis enhances understanding of brand percep-tions and meanings, discovers new ways of positioning and differentiating brands, and provides insights for improving the effectiveness of brand ...
... 191 Life Satisfaction Crossover Among Couples MELVIN PRINCE, CHRIS MANOLIS AND RANDI MINETOR ... more ... 191 Life Satisfaction Crossover Among Couples MELVIN PRINCE, CHRIS MANOLIS AND RANDI MINETOR Page 2. 192 MELVIN PRINCE ET AL. ... Compared with women, men are more concerned with high pay, good security, and opportunity for personal control (Mottaz, 1986). ...
Journal of Current Issues & Research in Advertising, 2010
... This would avoid perceptions of unfairness about how re-wards are allocated. Unfortunately, t... more ... This would avoid perceptions of unfairness about how re-wards are allocated. Unfortunately, the mental mod-els in how clients and agencies evaluate work and feel about each other are complex and pluralistic (Feldwick 1997; Grant and McLeod 2007). ...
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