J. Paul Peter’s research while affiliated with University of Wisconsin–Madison and other places

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Publications (22)


Consumer behaviour and marketing strategy - European edition
  • Book

January 1999

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155 Reads

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249 Citations

J. Paul Peter

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The pharmaceutical industry and European community integration

December 1994

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23 Reads

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9 Citations

European Management Journal

This paper investigates the changing business environment of the pharmaceutical industry as a result of regional integration. Peggy Chaudhry, Peter Dacin and J. Paul Peter develop specific research propositions on such issues as regulated prices, Pan-European selling tactics, gray markets, and strategic alliances and test these propositions by means of a content analysis of interviews conducted with pharmaceutical managers. In general, the perceptions of the pharmaceutical managers supported the propositions developed for this exploratory research.


Improving the Measurement of Service Quality

March 1993

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710 Reads

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1,268 Citations

Journal of Retailing

SERVQUAL, which involves the calculation of the differences between expectations and perceptions on a number of prespecified criteria, is currently the most popular measure of service quality. However, there are some serious problems in conceptualizing service quality as a difference score; these are reviewed and empirically investigated in this paper. An alternative method for measuring service quality is found to have favorable psychometric properties and to be more efficient than SERVQUAL.


Caution in the Use of Difference Scores in Consumer Research

February 1993

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112 Reads

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595 Citations

Journal of Consumer Research

This article illustrates the common use of difference scores in consumer research and discusses a number of potential problems with using them. Difference scores often have problems in the areas of reliability, discus validity, spurious correlations, and variance restriction. The article concludes that difference scores should generally not be used in consumer research and offers alternatives that overcome their limitations. Copyright 1993 by the University of Chicago.



Relationships among Research Design Choices and Psychometric Properties of Rating Scales: A Meta-Analysis

February 1986

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25 Reads

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190 Citations

Journal of Marketing Research

The purpose of the article is to propose and empirically test a model of the relationships among research design variables and the psychometric criteria of reliability, convergent validity, discriminant validity, and nomological validity, and among the psychometric criteria themselves. A fundamental premise of the article is that these relationships are much more complex than a casual analysis would suggest. More specifically, though all of the research design variables and psychometric criteria are related at a conceptual level, there is no necessary relationship between many of the variables at an empirical level. Meta-analysis techniques are applied to 162 measures found in the marketing literature to examine the relationships among the research design choices of sampling characteristics, measure characteristics, and measure development processes and the various psychometric criteria of measure quality. The proposed model makes predictions for positive, negative, and no effects relationships. All of the hypotheses in the model except one are supported, with systematic variance apparently the common element producing correlations among the various indicants of measure quality. The primary conclusion is that researchers must pay much greater attention to non-empirical evidence when judging construct validity. Three recommendations are offered for measurement research in marketing.


Research Design Effects on the Reliability of Rating Scales: A Meta-Analysis

November 1984

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61 Reads

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551 Citations

Journal of Marketing Research

This meta-analysis investigates the effects of research design on the reliability of rating scale measures used in marketing research. Three sets of independent variables—sampling characteristics, measure characteristics, and measure development processes—are investigated. The overall results suggest that measure characteristics have a major influence on obtained reliability estimates and that sampling characteristics and measure development processes have little impact. These results support measurement theory. The implications for measure development are discussed.


Is Science Marketing?

October 1983

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142 Reads

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314 Citations

Journal of Marketing

Science is analyzed as a special case of marketing-the marketing of ideas in the form of substantive and methodological theories. The marketing mix, target markets, and marketing objectives are developed for the scientific arena, and a formal analysis of a relativistic/constructionist view of science is used to support the approach. This view is contrasted with the positivistic/empiricist perspective of science currently dominant in marketing and other social sciences. Recommendations are offered for improved methods of developing knowledge.


Is Science Marketing?

September 1983

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28 Reads

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168 Citations

Journal of Marketing

Science is analyzed as a special case of marketing—the marketing of ideas in the form of substantive and methodological theories. The marketing mix, target markets, and marketing objectives are developed for the scientific arena, and a formal analysis of a relativistic/constructionist view of science is used to support the approach. This view is contrasted with the positivistic/empiricist perspective of science currently dominant in marketing and other social sciences. Recommendations are offered for improved methods of developing knowledge.



Citations (21)


... The other criterion for assessing the model is discriminate validity, which indicates the extent to which the measure is unique and not merely a reflection of other variables (Peter & Churchill, 1986). The square root of each construct's AVE is a widely used technique for determining discriminant validity (Anderson & Gerbing, 1988). ...

Reference:

The Moderating Roles of Multidimensional Novelty-Seeking Behaviors on Destination Images and Revisit Intentions
Relationships among Research Design Choices and Psychometric Properties of Rating Scales: A Meta-Analysis
  • Citing Article
  • February 1986

Journal of Marketing Research

... The discussions with the practitioners helped us to establish the content validity of the identified measures. Similar approaches were used in the previous studies focused on developing measurement items (Parasuraman et al., 1985;Peter et al., 1982). The literature search was Table 2 Literature review on performance measures in smart manufacturing systems. ...

Measurement Abstracts
  • Citing Article
  • February 1982

Journal of Marketing Research

... Path coefficients, standard errors, t-values and p-values for the structural model were presented using a bootstrapping approach with 5,000 replicate samples as suggested by Hair et al. (2019) and Ramayah et al. (2018). Based on Hahn and Ang's (2017) critique that p-values are not a good criterion for testing the significance of hypotheses, several alternative methods were suggested, including the use of replication studies (Sawyer & Peter, 1983;Singh, Ang, & Leong, 2003), effect size estimates, and confidence intervals (Aguinis et al. 2010;Ely, 1999;Hubbard and Meyer, 2013;Lin, Lucas, and Shmueli, 2013). Therefore, several decision rules were used in the study, including the p-value criterion, effect size, and confidence intervals. ...

The Significance of Statistical Significance Tests in Marketing Research
  • Citing Article
  • May 1983

Journal of Marketing Research

... The principal components analysis as recommended by scholars (Pedhazur and Schmelkin, 1991;Churchill and Peter, 1980) for the cleaning of the scales and to testing the dimensionality of the constructs was applied. To measure sampling adequacy and relevant axes, we employed the Kaiser-Meyer-Olkin test, the Bartlett's test of sphericity and Kaiser's eigenvalues (Evrard et al., 1993). ...

Measurement Abstracts: Purpose, Policy, and Procedures
  • Citing Article
  • November 1980

Journal of Marketing Research

... Another limiting factor may be the validity of the research instrument, as Peter (1981) recommends, the research instrument be compared with other, already validated research instruments that measure the same or completely different constructs. However, in our case, we could not compare the research instrument with other validated instruments because it is difficult to find a validated research instrument due to the selection of tested inquiry skills. ...

Construct Validity: A Review of Basic Issues and Marketing Practices
  • Citing Article
  • May 1981

Journal of Marketing Research

... Subsequently, ignoring such aspects would prevent clients to buy the introduction of subsidiaries [72][73][74][75][76][77][78][79][80]. In a further step, we tried to both identify churners as well as the specific cases where they decided not to buy ( Figure 12) [81][82][83][84][85][86]. The decision was to focus on people who picked up ecological products (PHEV & EV) less than 50% (in 5 cases there were only combustion cars) among all 12 choice situations [87][88][89][90][91][92][93][94][95]. ...

A Clarification and Extension of Operant Conditioning Principles in Marketing
  • Citing Article
  • July 1982

Journal of Marketing

... Experience logic decade by moving towards further development of a general theory of value cocreation i.e., consumer experience management (Vargo and Lusch, 2017). Nord and Peter (1980) elaborate how behaviour modification perspective can be used to facilitate the development of a comprehensive set of strategies and tactics which encompass those environmental and situational factors which directly influence customer behaviour. It has been advanced that services are experiential (Wirtz and Bateson, 1999). ...

A Behavior Modification Perspective on Marketing
  • Citing Article
  • March 1980

Journal of Marketing

... This image reflects customers' emotions and feelings toward the brand, ultimately leading to satisfaction and the desire to recommend it to others. In addition, the intention to recommend is often considered valuable information that can influence customer decision-making (Peter & Olson, 1983). ...

Is Science Marketing?
  • Citing Article
  • September 1983

Journal of Marketing

... However, depending on the nature of the phenomenon, researchers may view constructs as representing constructions of the human mind and not real phenomena because words cannot be interpreted without involving human sensations and perceptions (Peter, 1992). Different approaches to viewing constructs refer to the area of research philosophy as a separate subject of discussion: realists think of phenomena in terms of real world entities (Edwards & Bagozzi, 2000); constructionists argue that all phenomena are ultimately perceptions of the human mind, and as such, cannot be real in a pure sense (Peter & Olson, 1989). In both cases, theoretical constructs themselves are not real in the objective sense but instead are "verbal surrogates" (Edwards & Bagozzi, 2000, p. 157) for phenomena of interest regardless of whether the latter are perceived as real or not. ...

The Relativist/Constructionist Perspective on Scientific Knowledge and Consumer Research
  • Citing Article
  • January 1989

... software is mainly used in the specific verification. The reliability adopts the standard proposed by Fornell and Larcker [14] , Nunnally [15] , Churchill, and Peter [16] . Cronbach coefficient's reliability in different ranges indicates as below: when it is above 0.6, it means acceptable. ...

Research Design Effects on the Reliability of Rating Scales: A Meta-Analysis
  • Citing Article
  • November 1984

Journal of Marketing Research