Differences in the role of market research and internal CRM according to strategy type

The traditional or conventional role of market research is one of enabling marketing managers to make informed decisions about key strategic issues and likewise reduce chances of poor strategic decisions. (Hamlin, 2000; Raguragavan et al., 2000) Yet recent literature suggests marketing research is becoming marginalized in supporting strategic decisionmaking. (Weber, 2001) In addition internal CRM is emerging as a viable source of aggregated customer intelligence (Malhotra and Peterson, 2001). Very few studies have explored the contingent role business strategy may have in explaining either the changing role of market research or the emergence of internal CRM systems. This study involved a cross-industry postal survey of 240 Australian marketing managers. One contribution of this study was to find market research having a greater role in supporting productivity and political outcomes for Prospector strategies when compared to both Defender and Analyzer strategies. The findings also showed Prospector strategies to have more sophisticated internal CRM systems than Defender strategies.

Differences between differentiators and cost leaders in market research and internal CRM usage

The Porter strategy types of Differentiation and Cost Leadership are put forward as strategies leading to competitive advantage (Porter 1980). These types have quite contrasting implementation guidelines in terms of human resources, organisational structure, job design decision-making process, control systems, and information systems. These internal contrasts suggest Differentiators and Cost Leaders require contrasting roles for market research and internal CRM systems. Very few studies have explored the contingent role business strategy may have in explaining contrasting roles in marketing information systems or market research.

This study involved a cross-industry postal survey of 240 Australian marketing managers. One contribution of this study was to find market research having quite different roles in supporting Marketing (i.e. brand) Differentiators compared to Product (i.e. innovative feature) Differentiators. Surprisingly only one market research role differed when comparing Cost Leaders with Marketing Differentiator strategies. A final contribution was to find that no one strategy having a greater reliance on internal CRM systems in supporting decisionmaking.

A comparison of the satisfaction of first year members with renewing members : differences in antecedents and outcomes

In membership organisations it is common for a large number of first year members not to renew. The research reported here looks at members of a professional sporting organisation and compares the responses to a satisfaction survey of first year members with those of longer-term members. The results show that although the level of overall satisfaction was no different between first year and longer-term members, their overall satisfaction was influenced by different aspects of the package. Specifically, communications from the club, on-field performance during the year and the perceived level of personal involvement with the club were the aspects of the membership service that had a distinguishing influence on overall satisfaction. These findings imply that the experience of new members is different from that of existing members, and that there is sense in managers distinguishing between first year and other members when developing marketing tactics aimed at increasing renewals.

Online versus postal data collection : a re-examination of the response differences using demographically matched data

Past research has identified differences between online and mail collected responses to the same survey, but differences in the demographics of respondents had also been noted making the cause of the variation unclear. In the research reported here, responses to the same questionnaire, delivered via mail and internet surveys, were demographically matched across a range of variables. This removed the impact of response differences caused by age, gender, type of product consumed and length of customer relationship. Across all the different question types and response scales, significant differences were still found between mail and online respondents, even when data were ipsatised. Notably, online respondents were far less likely to use the end-points of the scale, perhaps indicating issues with the online collection methodology. The conclusion is that the two methods of data collection can not be assumed to be directly inter-changeable, and that the method used can lead to different results if not managed carefully.

Differences in how english and german speakers talk and reason about CAUSE

This research identifies how English and German speakers differ in the range of situations they describe as causal and how these difference may influence causal reasoning. In Experiments 1 and 2, English and German speakers described 3D animations of complex events using CAUSE verbs (cause, get) and ENABLE verbs (let, enable). As predicted, English speakers used CAUSE verbs to describe a wider range of events than German speakers. In Experiment 3, English and German speakers viewed 3D animations of CAUSE and ENABLE events and then estimated the likelihood of the effect (E) in the presence of the affector (A), p(E|A), in hypothetical situations similar to the one they just saw. Given the results of Experiments 1 and 2, we predicted that German speakers’ estimates of p(E|A) would be higher than English speakers’ estimates of p(E|A) for ENABLE events, but not necessarily for CAUSE events. The results were as predicted. The findings suggest that English and German speakers differ in the range of situations they describe as causal and that these differences in linguistic coding may lead to differences in causal reasoning.

How cultural differences cause dimensions of tourism satisfaction

This paper develops a conceptual model of the relationship between different cultural values and how they influence consumer satisfaction in the tourism industry. It is hypothesized that cultural differences manifest themselves in different levels of importance being placed upon different aspects of service, and the differences between the levels of importance and the actual service received cause differences in the levels of satisfaction. These hypotheses are tested using 269 independent samples of levels of importance and 411 independent samples of satisfaction of tourists from four cultural groups (Australian, USA/Canadian, Japanese, Mandarin speakers) who visited Melbourne, Australia in the period May-September, 1996. The analysis develops dimensions of importance and satisfaction separately for each cultural grouping, and uses structural equation modeling (Amos 3.6) to develop the causal model measuring the way in which importance of service dimensions cause dimensions of satisfaction. Conclusions from the analysis show little evidence of a causal relationship between importance of service quality attributes and satisfaction. However, significant differences are found between cultures for different levels of satisfaction resulting indirectly from differences in the importance and actual levels of service received.

Gender differences in adherence to sodium-restricted diet patients with heart failure.

Background

Despite the importance of the sodium-restricted diet (SRD) to heart failure (HF) management, patient adherence is poor. Little is known about gender differences in adherence or factors that affect patients' ability to follow SRD recommendations. The purposes of this study were to determine whether there were gender differences in (1) adherence to the SRD; (2) knowledge about SRD and HF self-care; and (3) perceived barriers to following the SRD.
Methods and Results

Forty-one men and 27 women completed the Heart Failure Attitudes and Barriers questionnaire that measured HF self-care, knowledge, and perceived barriers to follow an SRD. Diet adherence was measured by 24-hour urinary sodium excretion (UNa). Women were more adherent to the SRD than men as reflected by 24-hour urine excretion (2713 versus 3859 mg UNa, P = .01). Women recognized signs of excess sodium intake such as fluid buildup (P = .001) and edema (P = .01) more often than men and had better understanding of appropriate actions to take related to following an SRD. There were no gender differences in perceived barriers to follow an SRD.
Conclusions

Although men and women perceived similar barriers, women were more adherent to the SRD and had greater knowledge about following an SRD. Further investigation of this phenomenon is warranted to determine if better adherence contributes to improved outcomes in women.

Jurisdictional differences in contracting out GBE audits : the impact on audit pricing

This paper examines audit costs for government business enterprises in various Australian jurisdictions, focusing on whether contracting private-sector suppliers induces competitive pricing and hence lower-priced audits. One jurisdiction (New South Wales) is shown to have low levels of contracting-out. It is argued that this lowers price competition and therefore, we predict, audit costs in NSW will be higher than elsewhere in Australia. An empirical comparison shows that, controlling for other factors, NSW is statistically significantly more expensive than other Australian jurisdictions. Alternative explanations relating to variation in audit quality, jurisdiction differences and relative cost are also discussed.

Differences in underpricing returns between REIT IPOs and industrial company IPOs

This paper follows Chan, Stohs, andWang (2001), which argues that the underlying value of the real estate is not by itself the reason for the very substantial differences in underpricing returns between real estate investment trust (REIT) IPOs and industrial company IPOs.We use variables identified in previous studies that have helped explain the underpricing of industrial company IPOs to help explain the underpricing of property trust IPOs. We find that the prospectus forecast dividend yield is a critical variable in the valuation and hence underpricing of REIT IPOs compared to industrial company IPOs. The sentiment towards the market and whether or not the issue is underwritten also impact the underpricing of REITs but the impact is much less than on industrial company IPOs.