Thomas C. Kinnear

Ecologically Concerned Consumers: Who Are They?

much solid waste as manufacturing does.1 Numerous consumer products, such as automobiles, laundry detergents, glass and aluminum containers, pesticides, and fertilizers, have been identified as significant contributors to environmental deterioration.2 Whether marketers like it or not, they are increasingly being caught in an ecology/ market choice controversy that is already affecting the way many goods and services are marketed. At the same time, public policy makers are under greater pressure to define their role in coping with the problem. A key factor in the controversy is the consumer, whose personal consumption decisions can help maintain the environment or contribute to its deterioration.

Exploring the Consumer Decision Process in the Adoption of Solar Energy Systems

This study examines residential solar energy systems within an adoption and diffusion of innovations framework. The findings indicate considerable differences between adopters and nonadopters on many measures. Multivariate nominal scale analysis is used to develop classification models based on both attribute perceptions of solar energy systems and demographic characteristics.

Management Perspectives On Markstrat: The GE Experience and Beyond

Markstrat has attained great success as an educational tool for marketing management. It is also a simulated environment in which academics are now conducting experimental studies on marketing variables and monitoring the impact in the Markstrat context. A most important question that arises in both these types of utilization of Markstrat is the degree to which it reflects the real world of marketing decision making. Do managers from diverse industry experience perceive that Markstrat reflects a real enough marketplace to be useful both as a teaching tool and as a research environment? This article reports the results of a study of this question in the General Electric Company, plus the perceptions of another set of managers drawn from a broad set of other companies. Overall results indicate that managers working in diverse industries believe that Markstrat does reflect a real environment useful for teaching and research.

Cases in marketing management

The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain high profiles from a research standpoint yet have a fierce dedication and talent for what goes on in the classroom.2. The quality and diversity of the cases offered--not everyone can write a good case.3. The first 44 pages of the text that center on orienting the student to the methods and benefits of case oriented education. Specifics include an orientation chapter, a chapter on analyzing cases, a chapter on marketing financial, and a full case example complete with a sample student analysis of that case. The rest of the book is cases only.

On Interaction Classification

Further classification is made of Lindquists dichotomy of inter action effects. The extension hopefully reduces errors of inter pretation and provides a simple, accurate means of summarizing in teractions obtained.

Categorical regression in marketing

Market segmentation studies are currently analyzed by many sophisticated analysls techniques, amc ng which are: regresslon, Multiple Classification Analysis (MCA), Aubomatic InteractIon Detector (AID), cluster analysis, factor analy:z:, discriminant analysis, canonical correlation and multidimensional scaling. Frank, Massey and Wmd [4] present a scheme to inchustc when most of these procedures should be utilized in market segmentation analysis. This paper presents a new multivarl& analysis techmque that has great potential for use in m.arket stagmentation analysis, MuItlvariate Nominal Scale Analysis (MNA) is a new data analysis technique developed by Frank M. Andrews I md Robert C. Messenger at the University of Michigan’s Institute for Social Research [I]. Essentially, it is an extension of the Multrpk. Classification Analysis (MCA) program [S] that has been utilized in a ncmher of marketing studies [

The Effect of Ecological Concern on Brand Perceptions

I, lo], MCA accepts nommaU.y scaled independent variables and assumes an mtervally scaled dependent vanable. MNA accepts both nominal independent and 1 dependent variables, m the context of an additive model.