Charles R. Duke

Learning Outcomes: Comparing Student Perceptions of Skill Level and Importance:

As an example of the assessment of learning outcomes, student perceptions were obtained for learning outcome importance as well as their own abilities to perform learning outcome skills. Development of outcomes involved multiple stakeholder groups and extensive reviews. Rankings were developed for highest importance and highest skill level as a way to evaluate outcomes needing emphasis. A simple priority index demonstrated one technique of allocating resources in program changes. In this example, highest priorities converged around issues of interpersonal, leadership, global economy, and interacting in the business environment. Extensive comparisons were made between class level as well as between marketing majors and other business disciplines. Although lists of outcomes, student perception ratings, and priorities will vary among institutions, this example indicated a beginning point for rating criteria.

Study Abroad Learning Activities: A Synthesis and Comparison

Learning activities are described for study abroad tours with appropriateness discussed in terms of study tour characteristics of location, integration with academic credit, and time spent on the tour. Journal writing is the most versatile activity. Company visits are the most impressive to students. Simulations engage students but require computer technology. Projects require sufficient research resources. Lecture/testing and treasure hunts require more time on tour.

A Conceptual Approach to Alternative Memory Measures for Advertising Effectiveness

Abstract This review assimilates a large body of research in memory measures not yet introduced to advertising researchers. “Implicit” memory measures do not ask respondents to consciously retrieve information from memory. Implicit measures are presented as complementary to current measures for advertising evaluations providing additional information to analyze information processing where consumers do not use conscious memory retrieval. The “explicit versus implicit” memory framework is described along with some of the theoretical and measurement issues involved. Implicit memory measures are classified to facilitate understanding, and potential applications to advertising research are explored.

Matching Appropriate Pricing Strategy with Markets and Objectives

Standard approaches to price decisions are normally illustrated as step‐by‐step developments that try to group pricing issues loosely into some format. These current approaches do not emphasize the interaction of consumer characteristics with the competitive environment of each market. Describes a modified version of the Tellis Price Strategy Matrix to enable coordinated market issues and company strategies by directing emphasis on pricing issues and techniques that are appropriate and effective, given the consumers′ (or segment′s) as well as the company′s objectives, as constrained by the competitive nature of the product′s market. By using this type of matrix as a guide, product managers can quickly evaluate the appropriate issues of concern for a given pricing decision and then progress toward a pricing decision with more confidence.

Rediscovering performance‐importance analysis of products

Claims that, as an addition to the product manager’s set of tools, performance‐importance analysis can provide insight into customer perceptions. Managers can use a combination of performance perceptions along with importance ratings to understand the relative success of product features. Plots importances for product features of an analytical instrument against the product’s pre‐introduction expectations and post‐product‐test satisfactions. Considers product design issues as well as positioning strategy. Changes in evaluations (“expectations” to “satisfactions”) as well as competitive positioning demonstrated the flexibility of the method.

Applying Implicit Memory Measures: Word Fragment Completion in Advertising Tests

Abstract An implicit memory measure, word fragment completion, showed significant product information retention from print advertising with no advantage for either brand or nonbrand processing strategies. The results indicated that implicit measures can be adapted for use in advertising research in conjunction with recall and recognition and may provide additional insight into how message information is processed.

Perceived Differences Among Countries

Abstract The purpose of this paper is to report on the development and validation of a measurement tool designed to help us understand perceived similarities and differences among countries. The intent of this project is to extend our understanding of the effects of country perceptions on the larger question of perceptions of products and their origins. While much research has been done on product-country images (PCI), there continues to be a need for understanding how country perceptions affect consumer evaluations of products. Our intent is to complement the country evaluation measures developed by Papadopoulos and Helsop (2000) by understanding the nature of country evaluations in a comparative context. While Papadopoulos and Helsop measured directly perceptions of countries, this research proposes that understanding country evaluations in a comparative context is valuable, as well.

Understanding Customer Abilities in Product Concept Tests

Judicious application of concept tests to specific situations contributes not only to the success of the product but also to the success of the product manager. Recognizing respondent limitations helps product managers estimate risk of product failure as well as explain failure to higher management. Respondents have limited ability to keep track of large numbers of items. New situations make categorization difficult. Respondents can seldom imagine or project beyond the test into an actual buying situation. Inadequate risk evaluation hampers decisions and ratings. Design tests falter when the full range of critical issues is not included. Managers improve success probabilities by using more stages in testing, simplifying requests of respondents, and adequately framing the evaluations to be made.

Organizational conflicts affecting technology commercialization from nonprofit laboratories

Organizational conflict mediates management and innovator interest in commercializing technology. Issues (or circumstances) resulting from conflicting goals should be considered by companies in developing policies toward laboratory‐generated technology. These issues include where the technology was developed, relationship with the laboratory′s activity, “deliberateness” of the discovery, protectability, exclusive rights, processes versus products, maturation necessary, and cost to commercialization. Companies must weigh these issues in deciding to work with laboratories on innovations or continued commercial development.

A Case Study in Curriculum Evaluation Using Strategic and Tactical Assessments

Abstract Curriculum assessment strategies were developed for a specific business degree program. Distinction was made as to the appropriate use of tactical operational information (course evaluations from current students), medium-range strategy information (exit interviews from graduating seniors), and long-range strategy information (alumni surveys). This continuous improvement-monitoring system permitted the groups surveyed to provide information needed for different types of strategies and objectives. Continuing assessment efforts should focus on developing questionnaires with similar questions and scales, so that the responses from different groups can be compared where appropriate.