Suchergebnisse

Purpose
This paper focuses on the problems inherent in the use of student samples in business research.


Design/methodology/approach
The subject is examined through the opinions of prior researchers, and the pros and cons are presented. The issues of internal and external validity are discussed, and the dangers of theory development without proper application are highlighted.


Findings
Business researchers are cautioned, especially in the case of scale development and cross-cultural research, to avoid the use of student samples.


Originality/value
While this subject has been the source of debate for many years, business researchers are still regularly using student samples for their research. The dangers are too great to simply be ignored because the price is right.

This volume includes the full proceedings from the 1998 Academy of Marketing Science (AMS) Annual Conference held in Norfolk, Virginia. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behaviour, entrepreneurial marketing, international marketing, advertising, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among it

Charity brands have been found to assist income generation by enhancing donor understanding of an organization and what it stands for. Despite an increasing interest in this topic, few studies have addressed the dimensions of such brands and sought to explore the link (if any) with donor behavior. The authors report the results of a large-scale postal survey of donors to nine national nonprofits and conclude that traits associated with benevolence, progression, and conservatism are incapable of distinguishing between the study's participating brands. Traits associated with emotional engagement, service, voice, and tradition are capable of serving as the basis for differentiation and are also linked to facets of individual giving behavior.

In today's global economy, increasing numbers of companies are entering the international marketplace. The quality of managerial actions in salesforce hiring and training greatly influences the overall success of the firm. Although most companies attempt to select and train the most appropriate global salespersons, mistakes are difficult to repair and can lead to business failure. Examines selection and training procedures in a global environment, discusses specific problem situations encountered in the field by the authors, and provides guidance to assist sales managers make more successful hiring and training decisions for their worldwide sales team.

Highly attractive models are intended to impact psychologically on message receivers and improve awareness, expectations, attitudes, beliefs, and advertising effectiveness; however, benefits accrue in only particular situations. This study examines how advertising triggers affect when comparison motive is paired with a particular model beauty type. Qualitative work preceded empirical study, which involved use of three types of model beauty (classic, sexual, and cute), two comparison motives (self-evaluation headline and self-improvement headline), and two product contexts (problem-solving and enhancement). Female university students ( N = 1,170) were surveyed with findings indicating that viewers do react differently depending on the beauty type, with evidence of an interaction between beauty type and comparison motive.