David J. Ortinau

The Use of Importance-Performance Analysis for Improving the Quality of Marketing Education: Interpreting Faculty-Course Evaluations

The article focuses on demonstrating how importance-performance analysis can serve as an easily applied technique for reducing the difficulties in translating faculty-course performance results into meaningful actions. A specific faculty-course evaluation example which uses an extended version of the technique is offered. Important insights are presented regarding the modified techniques impact on making strategic quality improvement1 decisions for marketing education.

Exploring consumers' postadoption attitudes and use behaviors in monitoring the diffusion of a technology-based discontinuous innovation

Abstract With the recent introduction of numerous technology-based discontinuous innovations in consumer markets, it is not surprising to find the failure rate among this type of innovation excessive by most standards. Research indicates that the present models of diffusion theory may be inappropriate because of the fact that they were developed for continuous and dynamically continuous innovations, not discontinuous innovations. This study empirically tests the ability of four postadoption opinion/behavior variables to distinguish between innovators and late adopters of in-home personal computers. The results suggest that the diffusion of this discontinuous innovations has left the innovator stage and reached the late adopter stage.

Prospective respondent integrity behavior in replying to direct mail questionnaires: a contributor in overestimating nonresponse rates.

Abstract The research questions of this study were to what extent are deliverable mail questionnaires addressed to the wrong prospective respondent returned unopened to the researcher vs. completed by someone other than the persons they were mailed to? Thus, the purpose was to investigate the existence of a prospective respondent integrity behavior factor among people who received incorrectly named, yet deliverable, questionnaires and the impact of this behavior on estimating nonresponse rates, nonresponse bias, and administrative sampling error as well as on the generalizability of results to the original defined target population. Since only approximately 41% of such questionnaires are returned to the researcher, reported response rates of mail surveys will be incorrect if this particular integrity behavior factor is not considered. Since only 0.5% of such questionnaires are completed and returned, incorrect deliverable questionnaires are not a significant contributor in limiting the researchers ability to assess response type errors.

Primer for New Authors: On the Fundamentals of Publishing in Marketing Journals

(2010). Primer for New Authors: On the Fundamentals of Publishing in Marketing Journals. Journal of Marketing Theory and Practice: Vol. 18, No. 1, pp. 91-100.

Categorizing cognitive responses: An empirical investigation of the cognitive intent congruency between independent raters and original subject raters

Cognitive response coding is relevant for researchers who collect cognitive responses from individuals in the form of answers to open-ended questions or as thoughts produced while exposed to advertising messages. Coding of these cognitive responses is normally completed by a panel of two to four independent judges. This article is the first to empirically investigate cognitive intent congruence aspects underlining the data generated through cognitive response coding. The results show that there are definite gaps in the congruence of cognitive intent between the cognitive coding results that respondents, serving as cognitive response coders of their own thoughts, can provide and those cognitive response patterns provided by independent raters. The current study’s results raise a “yellow” caution flag regarding external independent raters’ ability to produce valid cognitive intent coding patterns that cannot be ignored by future researchers. The authors offer interpretation, implications, limitations, and directions for future research.

Town Hall Meeting with International Journal Reviewers: Insights and Understanding Why Manuscripts Fail the Review Process: An Abstract

With the existing insights on writing and publishing marketing journal articles and the discipline’s rapid expansion of publishing opportunities in new U.S. and international marketing journals, one intuitive prediction is marketing scholars’ publishing success of important scientific articles is rapidly becoming a more common occurrence. Yet, this trend prediction is perplexing and contradictive because the prestigious and top 25 ranked marketing-oriented journals consistently report annual acceptance rates ranging between 7 and 16%. The low acceptance suggest a disconnect gap between conducting important, relevant quality research and ultimately publishing that research in quality journals.

Research Method Topics and Issues that Reduce the Value of Reported Empirical Insights in the Marketing Literatures: An Abstract

The session presents a number of specific research methodological topics and issues that directly relate to conducting marketing and consumer behavior research and the impact on the value of the empirical and statistical insights reported in the marketing and consumer research studies. Using a combination of short presentations, expert panel insights, and a town hall interactive format between panel members and the audience, this session focuses on providing interesting discussions concerning such topics and issues as: Issues using non-probabilistic convenience samples from student, M-Turk, and private sector research organizations’ panel sources and the data quality and researchers ability to generate external validity inferences from data results Construct scale measure reliability and validity issues of adapting versus adopting previous reported scales in the literature Difficulties underlying the lack of reporting insignificant empirical-based research results Issues underlying the use of secondary versus primary research methods to test theory, causality, and predictability between multiple constructs Issues concerning the mediation and moderation effects of constructs in empirical and experimental design studies Issues underlying data ethics and data integrity Data fraud: types, detections, and consequences

Meet with Editorial Reviewers: An Interactive Discussion of the Difficulties and Issues Facing Authors in the Journal Review Process: An Abstract

With the existing insights on writing and publishing marketing journal articles and the discipline’s rapid expansion of publishing opportunities in new U.S. and international marketing journals, one intuitive prediction is marketing scholars’ publishing success of important scientific articles is rapidly becoming a more common occurrence. Yet, this trend prediction is perplexing and contradictive because the prestigious and top 25 ranked marketing-oriented journals consistently report annual acceptance rates ranging between 7% and 18%. The low acceptance suggests a disconnect gap between conducting important, relevant quality research and ultimately publishing that research in quality journals.

Special Doctoral Colloquium Session: Exploring the Difficulties, Issues, and Pitfalls Doctorate Students Must Conquer in Becoming a Researcher, Author, and Scholar—An Abstract

Today’s as well as future young assistant marketing professors face growing pressures to publish their research in top-tier marketing journals quickly upon graduating from their doctorate program. A fundamental question that needs exploring is the following: “What Ph.D. program difficulties, issues, and pitfalls must doctorate students overcome in their learning processes of becoming a researcher and scholar with capabilities of writing and publishing journal quality manuscripts?”

Data Fraud in Research: Types, Detection, and Consequences to Data Quality as well as to Research Results, Findings, Implications, and the Body of Marketing Knowledge: An Abstract

As advances in data collection methods and sources continue to grow with technology advances associated with the Internet, there are disturbing concerns relating to increases in what is termed “data fraud” activities within the processes of conducting marketing research. Recently, the term “data fraud” has replaced the past concept of data falsification. Data fraud is a boarder umbrella use to represent to more serious activities beyond the traditionally acknowledged potential categorical types of errors acknowledge exist within and of the different processes making up marketing research activities (e.g., respondent, sampling, scale measurement, data analysis errors). Today, marketing research industry experts (methodologists) suggest that data fraud comes from many sources and costs buyers of research data and reported findings billions of dollars for useless and/or misleading information. Some experts indicate that the bad information directly influences poor managerial decisions leading to even greater losses in the billions. For example, within the mobile advertising industry, digital marketers recognize that data fraud has evolved from fake traffic numbers generated by bots to fabricated data passed on by publishers. In contrast, there has been very little formal discussion about data fraud and its sources within academic-oriented research. The over objective of this session is to create a meaningful dialogue among academic researchers on disturbing data fraud issues and sources associated with conducting academic research and the consequences affecting not only data quality but also reported results, findings, implications, and the body of marketing knowledge. Discussion topics will focus on types of data fraud sources (activities), methods for detecting data fraud activities, as well as methods for controlling data fraud behaviors. The main portion of the session will use a “Question and Answer” format with the audience. The special session will emphasize, but not limited to, identifying and discussing of potential types of data fraud behaviors undertaken by survey and experimental design subjects participating in online and offline academic research projects as well as the impact on the value of the empirical and statistical insights reported in the research studies. By using a combination of short presentations, expert panel insights, and an interactive format between panel members and the audience, this session will prove to be very informative, insightful, and valuable to the audience members.