Empirical Marketing Research Research Articles

Reform der Arbeitsmarktpolitik: Alter Wein in neuen Schläuchen?

: The German labour market is in dire need of regulatory changes. The Hartz Commission was assigned the task to provide measures for the reform of German labour market policy. This paper, analyses whether the suggestions of the commission promise a substantial improvement of labour market policy with the intended effect of a large decrease in unemployment. To check this, results from theoretical and empirical labour market research are used to create a benchmark. The suggestions of the commission are checked against this benchmark. The result is, however, that the suggested policies of the commission are not well suited to provide a substantial reduction of unemployment. In the final part of the paper, the reason for political failure in this area is analysed as well as the role of commissions.

Theoretical and Applied Issues in Defining Disability in Labor Market Research

The contribution of disability to labor market behavior is a subject of considerable attention. Notwithstanding this tremendous interest, a great deal of variation exists in the use of terms such as health, impairment, and disability. Consequently, comparing results across studies is often difficult, and the impact empirical research can have on policy making is diminished. This article outlines the conceptual issues involved in defining disability, reviews definitions of disability commonly used in empirical labor market research and by policy makers, examines the problems that accompany the use of the various methods, and offers some thoughts for future work in the area of defining disability.

A Test for Hit Rate in Binary Response Models

Binary response models are often applied in empirical marketing research where, for example, individuals or households can be classified as buyers and nonbuyers of certain products or as respondents and nonrespondents to direct mailing. One way to evaluate such models amounts to calculating the fraction of correctly classified cases, that is, the hit rate. This paper brings to the attention a simple test for the statistical significance of this hit rate. An application to a binary brand choice case serves as an illustration.

Negative Emotions in Marketing Research: Affect or Artifact?

How similar are positive and negative affect? Are happiness and unhappiness opposite ends of the same continuum? Empirical marketing research generally reports separate positive and negative self-report consumer emotions. Recent research in social psychology calls this distinction into question and reasserts the bipolarity of human emotions. Despite the recent interest in consumer emotions among marketing researchers, the marketing literature has not addressed the issue directly. Two studies n = 334 and n = 335 are reported that investigate this issue. The results suggest that positive and negative consumer emotions may sometimes, but not always, be distinct, and more importantly, suggest further studies. Additionally, evidence is presented that suggests that the respondent task may moderate correlations between positive and negative consumer emotions.

An Empirical Study of the Influence of Demographic Variables on the Choice Criteria for Assisted Living Facilities

Despite the growth and prevalence of assisted-living facilities, empirical marketing research for these facilities is scarce. The objectives of this study were to determine the relative importance of three sets of evaluation criteria in the initial selection of an assisted-living facility, and determine whether the relative importance of these three sets of criteria differed by gender, marital status, level of household, age, or income of the consumer. Survey responses from 279 households indicates that primary service criteria are relatively more important than facility amenities or organized social activities in the initial selection of an assisted-living facility. The relative importance of the choice criteria differed markedly by gender of the consumer, but marital status, level of household income, and age of the consumer, but marital status, level of household income, and age of the consumer did not have as great an impact on consumers' choice criteria.

The Perceived Risk-Brand Loyalty Relationship:

When choosing among alternative brands, most buyers perceive risk. Previous research in the United States has shown that consumers therefore develop risk reduction strategies, such as commitment to a brand. This paper provides additional cross-national testing of the established relationship between perceived risk and brand loyalty. The study shows that although the concepts of perceived risk and brand loyalty exist outside of the U.S.A., the magnitude of each varies by country and by product. The results strengthen the case for further cross-cultural empirical marketing research: it is conceivable that other marketing principles and consumer behavior models that operate in the United States may also not be applicable to international markets.

Keeping Time: An Analysis of Errors in the Measurement of Unemployment Duration

This study uses longitudinal microdata from the Current Population Survey to examine the consistency with which unemployment duration is reported. An estimate of measurement error is proposed and analyzed. A significant negative relationship is found between the initial month's unemployment duration and the reported change between surveys. On average, persons who begin spells of unemployment in the second month report durations greater than the actual time elapsed. Overall, the average duration of unemployment in this sample may be overstated by at least two weeks. A brief discussion of some implications for empirical labor market research concludes the article.