John K. Wong

A test of the stability of retail store image mapping based on multientity scaling data

Abstract Multientity scaling is a multiattribute measurement procedure that obtains ratings of two or more entities from a single respondent at the same time. The purpose of this research is to examine experimentally the stability of perceptual maps of retail stores based upon two types of multientity scaling data — data produced by attribute and entity-based scaling procedures. The findings indicate both procedures may produce mapping instability when the comparative retail store context of the ratings is changed, with attribute-based scaling being characterized by more instability than entity-based scaling. Based upon the findings, potential methods of increasing retail store image mapping stability are explored.

Item Context and the Stability of Entity-Based and Attribute-Based Multiattribute Scaling Methods

Multientity scaling is a multiattribute-measurement procedure that obtains simultaneous ratings of two or more entities from a single respondent. The purpose of this research is to examine experimentally the issue of item-context effects on the stability of two types of multientity scaling procedures--attribute-based and entity-based multientity scaling. The findings indicate that both procedures may be subject to problems of instability when the comparative context of the ratings is changed, with attribute-based scaling being characterized.by more instability than entity-based scaling. On the basis of the findings, potential methods of increasing multientity scaling stability are explored. Copyright 1992 by the University of Chicago.

Entity context and format induced instability in multiattribute ratings of country image

Multiattribute ratings of country‐image are commonly obtained to study the influence of country‐of‐origin on product preference and purchase decisions. Usually, such ratings are obtained for products made in different countries in order to make comparisons across countries. However, recent research evidence indicates that, when individual respondents rate multiple entities (e.g., multiple countries), the ratings of a particular country can be affected by the other “contextual” countries included in the questionnaire. The purpose of this study is to examine, via a controlled experiment, the issue of measurement context effects in the measurement of country images. The hypotheses tested concern the stability of attribute‐based and entity‐based country image scaling and potential methods of reducing the vulnerability of multi‐entity scaling to entity context ‐‐ the use of an anchor entity and an insulator question set to increase country image measurement stability.

The Impact of International Marketing Research on Export Marketing Strategy: An Empirical Investigation

This paper examined the impact of che frequency and extent of international marketing research on export marketing strategy. Of the 18 hypotheses tested, 14 hypotheses were rejected at the .05 level of significance. The study revealed that international marketing research will affect the way in which exporters determine export pricing and export price quotation, frequency with which chey conduct face-to-face meeting with their overseas dealers or distributors, provide level of dealer support, the type of direct buyer overseas, and the type of export channel used.

A test of the effects of retail store rating context on the stability of alternative multientity scaling methods

Abstract Although multientity scaling has been advocated as a method of increasing sampling efficiency, reducing questionnaire size, increasing rating discrimination, and reducing halo effects, recent research indicates multientity scaling procedures may be vulnerable to context induced instability. This study extends the research on context effects in multientity scaling. The results of two experiments support previous research that indicates entity-based scaling, when compared to attribute-based scaling, may be less vulnerable to context induced rating instability. In addition, the findings of both experiments indicate that oral data collection represents a promising method of increasing the stability of entity-based multientity scaling.

The Research-Thought-Practice Triangle: The Case of Health Care Marketing

This article describes a simple model developed in order to analyze and categorize parts of the literature of health care marketing.