An Experimental Study of the Impact of Judgment-Based Marketing Models

Shelby H. McIntyre
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Shelby H. McIntyre: University of Santa Clara

Management Science, 1982, vol. 28, issue 1, 17-33

Abstract: The impact of a decision calculus model on decision quality is assessed in a laboratory setting. An experimental design assesses the effects of: (a) the size of the problem (i.e., the number of control units over which allocations are to be made), (b) the noise-to-signal ratio in the market and (c) individual differences among the model users. The aspects of individual differences studied are: (1) time taken on the task, (2) mathematical ability and (3) cognitive style. The main experiment involved 96 subjects in a full factorial design. In general, the decision calculus model had a beneficial impact on a broad range of decision quality measures, particularly profit achievement.

Keywords: marketing (search for similar items in EconPapers)
Date: 1982
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:28:y:1982:i:1:p:17-33

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