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Article
Publication date: 10 October 2016

Cost vs credibility: the student sample trap in business research

John B. Ford

This paper focuses on the problems inherent in the use of student samples in business research.

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Abstract

Purpose

This paper focuses on the problems inherent in the use of student samples in business research.

Design/methodology/approach

The subject is examined through the opinions of prior researchers, and the pros and cons are presented. The issues of internal and external validity are discussed, and the dangers of theory development without proper application are highlighted.

Findings

Business researchers are cautioned, especially in the case of scale development and cross-cultural research, to avoid the use of student samples.

Originality/value

While this subject has been the source of debate for many years, business researchers are still regularly using student samples for their research. The dangers are too great to simply be ignored because the price is right.

Details

European Business Review, vol. 28 no. 6
Type: Research Article
DOI: https://doi.org/10.1108/EBR-08-2016-0100
ISSN: 0955-534X

Keywords

  • Generalizability
  • Research validity
  • Student samples

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Article
Publication date: 1 January 1991

Contemporary women′s evaluation of female role portrayals in advertising

John B. Ford, Michael S. LaTour and William J. Lundstrom

Uses an upscale female sample to extend previous research onwomen′s perceptions of their role portrayal in advertising media.Indicates that serious disenchantment with…

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Abstract

Uses an upscale female sample to extend previous research on women′s perceptions of their role portrayal in advertising media. Indicates that serious disenchantment with perceived portrayal of women still exists for this important group of consumers. Measures various attitudinal, company image, and purchase intention responses in addition to salient demographic and role orientation variables. Discusses the implications for advertisers using female models in their advertisements.

Details

Journal of Consumer Marketing, vol. 8 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/07363769110034901
ISSN: 0736-3761

Keywords

  • Consumer marketing
  • Demographics
  • Gender
  • Market research
  • Market segmentation

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Article
Publication date: 1 December 1997

An examination of the cross‐cultural female response to offensive sex role portrayals in advertising: A research note

John B. Ford, Michael S. LaTour, Earl D. Honeycutt and Jr

Compares adult women’s perceptions of sex role portrayals in advertising across demo‐graphically‐diverse samples from the USA, New Zealand, Japan and Thailand. Tests a…

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Abstract

Compares adult women’s perceptions of sex role portrayals in advertising across demo‐graphically‐diverse samples from the USA, New Zealand, Japan and Thailand. Tests a structural equations model using EQS. The findings indicate that there were varying degrees of criticism across the samples with regard to sex role portrayals, company image and purchase intentions. Finds a significant structural linkage between criticality of role portrayals and company image as well as between company image and purchase intention. Identifies the existence of “feminist consciousness” across the various samples and also examines its impact on perceptions and intentions to purchase. Presents implications for global advertisers.

Details

International Marketing Review, vol. 14 no. 6
Type: Research Article
DOI: https://doi.org/10.1108/02651339710192966
ISSN: 0265-1335

Keywords

  • Advertising
  • Corporate image
  • Feminism
  • Gender
  • Globalization

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Article
Publication date: 1 April 1999

Importance‐performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA

John B. Ford, Mathew Joseph and Beatriz Joseph

Intense competition in higher education in many different countries mandates the need for assessments of customer‐perceived service quality for differentiation purposes…

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Abstract

Intense competition in higher education in many different countries mandates the need for assessments of customer‐perceived service quality for differentiation purposes. An instrument developed specifically from a business education setting was employed utilizing an importance/performance approach with seven determinant choice criteria groupings. A sample of business students in New Zealand and the mid‐Atlantic region of the USA participated, and some important problems in perceptions were noted. Strategic implications for the universities involved and suggestions for future research are provided

Details

Journal of Services Marketing, vol. 13 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/08876049910266068
ISSN: 0887-6045

Keywords

  • Customer satisfaction
  • Higher education
  • Performance measurement
  • Service quality
  • Services marketing

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Article
Publication date: 1 June 2005

“I” versus “we”: How individualists and collectivists use information sources to formulate their service expectations

Michel Laroche, Maria Kalamas and Mark Cleveland

To examine the impact of culture on customer service expectations, specifically, how individualists and collectivists use internal and external sources of information to…

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Abstract

Purpose

To examine the impact of culture on customer service expectations, specifically, how individualists and collectivists use internal and external sources of information to formulate their service expectations.

Design/methodology/approach

The context was the airline industry and the subject pool consisted of experienced consumers. A survey was employed to measure individualism/collectivism, various internal/external information sources, and the functional and technical dimensions of “should” and “will” service expectations. Hypothesized relationships were tested using a structural equations modeling approach.

Findings

Both individualists and collectivists relied more on external information sources in formulating their service expectations, gave variable weight to the functional and technical components, and used more realistic “will” expectations to judge service offerings. Internal (external) information sources were relatively more important in forming expectations for collectivists (individualists) than for individualists (collectivists), and “will” (“should”) expectations were more diagnostic for collectivists (individualists) than for individualists (collectivists).

Research limitations/implications

Generalizability of the findings is limited due to the specific industry under study (airlines), the sample (two geographically‐proximate sub‐cultures), and the scope of the cultural variables considered (individualism/collectivism).

Practical implications

Whether managers should leverage the functional and/or technical components of services depends in part on the cultural orientation of their customers. Managers should also recognize that customers’ usage of various information sources in forming service expectations is also, in part, culturally determined.

Originality/value

In this era of globalization, researchers and managers alike need to consider the subtle influences of culture on marketing theories and the formulation of service expectations respectively.

Details

International Marketing Review, vol. 22 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/02651330510602213
ISSN: 0265-1335

Keywords

  • Service levels
  • Information control
  • Culture (sociology)
  • Individual behaviour
  • Collectivism
  • Airlines

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Article
Publication date: 1 February 1996

Potential problems and solutions when hiring and training a worldwide sales team

Earl D. Honeycutt and John B. Ford

In today’s global economy, increasing numbers of companies are entering the international marketplace. The quality of managerial actions in salesforce hiring and training…

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Abstract

In today’s global economy, increasing numbers of companies are entering the international marketplace. The quality of managerial actions in salesforce hiring and training greatly influences the overall success of the firm. Although most companies attempt to select and train the most appropriate global salespersons, mistakes are difficult to repair and can lead to business failure. Examines selection and training procedures in a global environment, discusses specific problem situations encountered in the field by the authors, and provides guidance to assist sales managers make more successful hiring and training decisions for their worldwide sales team.

Details

Journal of Business & Industrial Marketing, vol. 11 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/08858629610112283
ISSN: 0885-8624

Keywords

  • Cross‐cultural management
  • National cultures
  • Salesforce
  • Sales management
  • Sales training
  • Selection

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Book part
Publication date: 24 November 2010

A backward glance of who and what marketing scholars have been researching, 1977–2002

John B. Ford, Douglas West, Vincent P. Magnini, Michael S. LaTour and Michael J. Polonsky

Despite the diversity of all those involved within the marketing discipline, all have a stake in maximizing the advancement of marketing knowledge. Without a specific…

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Abstract

Despite the diversity of all those involved within the marketing discipline, all have a stake in maximizing the advancement of marketing knowledge. Without a specific analysis it is difficult to reflect on where a field has been or where it might be heading. The purpose of this chapter is to examine who and what marketing scholars have been researching over the period 1977–2002 using content analysis. This chapter provides longitudinal benchmarking of the “inputs” (authors and institutions) and “outputs” (articles) examining the marketing literature in the four major marketing journals: the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of the Academy of Marketing Science.

Details

Review of Marketing Research
Type: Book
DOI: https://doi.org/10.1108/S1548-6435(2010)0000007005
ISBN: 978-0-85724-475-8

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Article
Publication date: 1 March 2001

An assessment of theoretical and methodological development in consumer research on Greater China: 1979‐1997

Leo Yat Ming Sin and Suk‐ching Ho

Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research…

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Abstract

Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research. Examines the state of the art over the 1979‐97 period, with particular emphasis on the topics that have been researched, the extent of the theory development in the field and the methodologies used in conducting research. Uses content analysis to review 75 relevant articles. Suggests that, while a considerable breadth of topics have been researched, there remains much to be done, there is further room for theoretical development in Chinese consumer behaviour studies; and the methodologies used need improvement and further refinement.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 13 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/13555850110764694
ISSN: 1355-5855

Keywords

  • China
  • Consumer behaviour
  • Market research

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Article
Publication date: 18 May 2012

Disruptive marketing and unintended consequences in the nonprofit arts sector

Theresa A. Kirchner, John B. Ford and Sandra Mottner

This research is the first to examine disruptive marketing, a subset perspective of entrepreneurial marketing, and unintended consequences of marketing in the context of…

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Abstract

Purpose

This research is the first to examine disruptive marketing, a subset perspective of entrepreneurial marketing, and unintended consequences of marketing in the context of the nonprofit arts sector.

Design/methodology/approach

This exploratory research has two components: development of a body of knowledge and conceptual model of disruptive marketing, its predictors, and its intended/unintended consequences based on pertinent literature and input from arts organization executive directors, artistic directors, and marketing managers; and preliminary assessment, with a qualitative study, of the operationalization of disruptive marketing and related factors in arts organizations.

Findings

The study categorizes and analyzes qualitative study structured interview responses to outline commonality/lack of commonality among them and provide insight into perceptions of arts organization executive directors.

Research limitations/implications

This initial study inaugurates an academic research stream on the topic of disruptive marketing which has the potential to make a significant contribution to the body of marketing knowledge. Future opportunities include scale development and quantitative testing of the proposed theoretical model, broadening the research scope to include multiple input sources from a wide variety of arts organizations and longitudinal research to assess the model factors over time.

Practical implications

Analyses of both preliminary input from arts organization managers and qualitative study responses of arts organization executive directors indicate significant interest in application of creative and innovative approaches to arts sector marketing‐related situations.

Originality/value

This paper is the first to study perceived scope/characteristics of disruptive marketing and unintended consequences of marketing in the nonprofit arts sector, and it presents results of a qualitative assessment of those topics, including consequences.

Details

Arts Marketing: An International Journal, vol. 2 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/20442081211233025
ISSN: 2044-2084

Keywords

  • Arts marketing
  • Arts
  • Disruptive marketing
  • Entrepreneurial marketing
  • Nonprofit marketing
  • Marketing
  • Unintended consequences

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Article
Publication date: 1 June 2005

Dimensions of service quality in developed and developing economies: multi‐country cross‐cultural comparisons

Naresh K. Malhotra, Francis M. Ulgado, James Agarwal, G. Shainesh and Lan Wu

Despite the rapid growth and internationalization of services, marketers of services realize that to successfully leverage service quality as a global competitive tool…

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Abstract

Purpose

Despite the rapid growth and internationalization of services, marketers of services realize that to successfully leverage service quality as a global competitive tool, they first need to correctly identify the antecedents of what the international consumer perceives as service “quality.” This paper aims to examine the differences in perception of service quality dimensions between developed and developing economies.

Design/methodology/approach

Parasuraman et al. proposed a framework consisting of ten determinants or dimensions of service quality: reliability, access, understanding of the customer, responsiveness, competence, courtesy, communication, credibility, security, and tangible considerations. The authors propose 14 hypotheses emphasizing differences in the perception of these dimensions between developed and developing economies by linking these with economic and socio‐cultural factors. Extensive survey data are collected in the context of banking services from three countries: USA, India, and the Philippines and statistically tested using multivariate analysis of variance.

Findings

Of the 14 hypotheses, 13 were supported (five partially) in that the results for the USA were systematically and significantly different from those for India and the Philippines in the predicted direction.

Research limitations/implications

While almost all of the hypotheses are supported, future research should look at multiple service sectors and include alternative service quality models to further validate this study.

Practical implications

Despite limitations, current results have significant implications for international marketing in service strategy formulation, service development, pricing, communications, and service delivery.

Originality/value

International service managers need to understand the value of environmental differences between countries in terms of economic development and cultural value system and accordingly emphasize the various dimensions of service quality differentially.

Details

International Marketing Review, vol. 22 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/02651330510602204
ISSN: 0265-1335

Keywords

  • Customer services quality
  • Developing countries
  • Service industries
  • Cross‐cultural studies

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