Roger J. Best’s research while affiliated with University of Oregon and other places

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Publications (22)


Obtaining a Premium Price by Managing the Firm’s Reputation for Quality
  • Chapter

November 2015

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27 Reads

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1 Citation

Roger J. Best

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Del I. Hawkins

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Charles M. Lillis

A price-quality model is presented and tested using the PIMS database. Relative price is shown to be a function of a business’s overall reputation for quality. A business’s reputation for quality is in turn, heavily influenced by three marketing mix variables: product quality, customer service, and marketing communications efforts. Three environmental variables -relative market share, type of market entry and number of customers exert a smaller influence. The need to effectively manage these relationships in order to obtain a price premium is discussed.



An Expected Value Model of the Consumer

January 2015

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15 Reads

There are virtually no studies on consumer use of the court. This study alleviates this void by developing emotional and rational models of the consumer decision to seek legal redress. The models were tested with the results of a mail survey of 223 consumer whose complaints were not resolved by state mediation. A probit analysis indicated that both models seem to be accurate predictors of whether consumer would take legal action.


The nature and measurement of marketing productivity in consumer durables industries: A firm level analysis

December 1987

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87 Reads

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19 Citations

Journal of the Academy of Marketing Science

Improving productivity is a major concern in American industry. Efforts to enhance marketing productivity have been hampered Improving productivity is a major concern in American industry. Efforts to enhance marketing productivity have been hampered by a lack of a clear conception of what constitutes productivity in the marketing area and an associated absence of standards by a lack of a clear conception of what constitutes productivity in the marketing area and an associated absence of standards or benchmarks with which to compare a firm’s performance and costs. In this paper a concept of marketing productivity is presented. or benchmarks with which to compare a firm’s performance and costs. In this paper a concept of marketing productivity is presented. The PIMS data base is then used to develop situation specific benchmarks for the consumer durables industries. Reliability The PIMS data base is then used to develop situation specific benchmarks for the consumer durables industries. Reliability and validity tests of the benchmarks are presented and the managerial implications of this approach are discussed. and validity tests of the benchmarks are presented and the managerial implications of this approach are discussed.


The Nature and Measurement of Marketing Productivity in Consumer Durables Industries: A Firm Level Analysis

December 1987

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11 Reads

Journal of the Academy of Marketing Science

Improving productivity is a major concern in American industry. Efforts to enhance marketing productivity have been hampered by a lack of a clear conception of what constitutes productivity in the marketing area and an associated absence of standards or benchmarks with which to compare a firm's performance and costs. In this paper a concept of marketing productivity is presented. The PIMS data base is then used to develop situation specific benchmarks for the consumer durables industries. Reliability and validity tests of the benchmarks are presented and the managerial implications of this approach are discussed.


Combining Methodologies in the Construct Validation Process: An Empirical Illustration

May 1987

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35 Reads

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6 Citations

Confirmatory Factor Analysis (CFA) has received considerable support as a methodology for assessing construct validity. As with other methodologies, however, numerous problems can be encountered when using CFA to assess construct validity. Given the limitations of the CFA, Multitrait-Multimethod (MTMM), and analysis of variance (ANOVA) methodologies, a set of guidelines was developed. The guidelines recommend that the characteristics of the data set be used to determine how the three alternative construct validation methodologies can be used in combination. Examples from the research literature are discussed in order to demonstrate the application of these guidelines.




Continuous vs Discrete Semantic Differential Rating Scales

August 1981

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47 Reads

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20 Citations

Psychological Reports

This study examined the equivalence of information obtained from a five-category semantic differential rating scale and a continuous scale of the same length. Data from 176 university students showed that equivalent information was obtained for comparisons of scale means, variances, and shapes of the response distributions. Because continuous rating scales can provide the same aggregate information yet provide greater discrimination at an individual level of measurement, continuous semantic differential rating scales have an advantage in studies where individual differences are important.


Retailing strategy for customer growth and new customer attraction

February 1980

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135 Reads

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6 Citations

Journal of Business Research

The image that current and potential customers have of a retail store affects the magnitude of patronage at that store. In attempting to increase store patronage, management of a retail store must look to people who already are customers, as well as to people who are not current customers. The appropriate strategy depends upon the dimensions used by people in their evaluation of the store. The hypothesis is tested that the strategy used for gaining increased patronage from customers may have to differ from that used to gain patronage from noncustomers.Field survey techniques were used to collect data from 225 adult females. Respondents evaluated three large retail department stores, which were believed to have distinct images in the minds of female shoppers, on the basis of a set of 12 semantic scales that represented various store attributes. Each respondent indicated frequency of shopping at each store. The data were analyzed by two different multiple discriminant analyses. For the customer growth strategy, the semantic scale measures were used to develop a discriminant model for each store to determine which attributes would be the best predictors of shopping frequency. The analysis relevant to the strategy of new customer attraction differed. First, shoppers were classified as loyal to one store on the basis of their rates of shopping at each store. Second, the 36 attribute measurements (12 scales for 3 stores) were factor analyzed, and three factors were extracted. Those attributes which loaded highest on each of the factors for each store were used as predictor variables in the discriminant analysis.The results of this study indicate that different marketing strategies may be required for increasing sales to existing customers and attracting new customers. In addition, consumers do not necessarily differentiate similar type retail stores on the same dimension.


Citations (13)


... In this sense, the BHESC model focus upon the overall fitness of the set of combinative capabilities consubstantiated in an approximation of TRCs and CDCs balancing. The scaling model adopted is a single-anchored semantic differential Stapel scale opposing to the double (semantic) polarity ones (Vidali, 1973;Hawkins et al., 1974). It is a fitness intensity scale which contains seven points' intervals. ...

Reference:

Governance of academic laboratories and the capabilisation of higher education students
Stapel Scale or Semantic Differential in Marketing Research?
  • Citing Article
  • August 1974

Journal of Marketing Research

... because the nature of this distribution is central to the empirical stability of a study's nomological conclusion (Carmines & Zeller, 1979;Hyslop & Imbens, 2001). For example, participants' responses could be inconsistent across replications, but these inconsistencies may even out in the aggregate if the deviations follow an approximately normal distribution with a zero-mean deviation (Carmines & Zeller, 1979;McCullough & Best, 1979;Nunnally, 1978). In this case, a lower test-retest reliability metric may incorrectly lead a researcher to reject noisy but otherwise useful data (Hyslop & Imbens, 2001). ...

Conjoint Measurement: Temporal Stability and Structural Reliability
  • Citing Article
  • February 1979

Journal of Marketing Research

... Consequently, the increase in both the transaction and the acquisition utilities (Urbany et al., 1997) contribute to seeing the property as a valuable financial asset, which results in favourable client attitudes. This strategy may thus initiate a virtuous circle for the developer because it could allow for a price premium in the future (Best et al., 2015). ...

Obtaining a Premium Price by Managing the Firm’s Reputation for Quality
  • Citing Chapter
  • November 2015

... In response, this work adopts Verhagen et al.'s (Verhagen, Hooff, and Meents 2015) approach, developing semantic differential scales for both affective and cognitive trust in AI. Unlike Likert-type scales, semantic differentials use bipolar adjective pairs, offering advantages in reducing acquiescence bias and improving robustness (Hawkins, Albaum, and Best 1974), reliability (Wirtz and Lee 2003), and validity (Van Auken and Barry 1995). ...

Stapel Scale or Semantic Differential in Marketing Research?
  • Citing Article
  • August 1974

Journal of Marketing Research

... However, other variables such as subjective norms and energy awareness were found insignificant. Schiff man and Kanuk (2010) [5] mentioned that consumer behavior is "the behavior that consumers display in searching for purchasing, using, evaluating and disposing of product, service and idea which they expect will satisfy their needs". Therefore, knowing the factors which influence the buying behavior for a product or service could increase the sales volume. ...

Consumer Behavior
  • Citing Article
  • December 1982

Journal of Marketing

... This study was descriptive in nature and survey design was used to investigate teachers' awareness about components of Urdu handwriting in primary schools. It is considered a suitable design when researcher wants to note an attitude as well as finding relationship of these sentiments with the respondent's perception (McCullough & Best, 1979). ...

Conjoint Measurement: Temporal Stability and Structural Reliability
  • Citing Article
  • February 1979

Journal of Marketing Research

... DFA analizindeki birinci sınırlılık, verilere uyması için eşit derecede kabul edilebilir birkaç modelin oluşturulabilmesidir. Verilere yalnızca bir teorik model uysa bile, sorun hala var olabilir çünkü test edilmemiş modeller de verilere eşit derecede iyi veya daha iyi uyabilir. Bu alternatif modellerin olası varlığı, DFA tarafından sağlanan tahminlerin geçerliği hakkında düşündürmektedir (Cote, Buckley ve Best, 1987). Yakınsak geçerlik katsayılarının değerleri kurulan modele bağlıdır. ...

Combining Methodologies in the Construct Validation Process: An Empirical Illustration
  • Citing Article
  • May 1987

... Considering the added bonus of allowing participants to assign more specific ratings, increased reliability of some common statistical metrics, indications that continuous scales offer ratings which are as reliable as ordinal scales (Albaum, Best, & Hawkins, 1981;Imbault, Shore, & Kuperman, 2018), and the ease of using a continuous scale offered by current technological solutions, we might expect to see more continuous scales used in the future. It would also be beneficial to conduct comparative studies between the two types of scales, as the current research on the topic is limited. ...

Continuous vs Discrete Semantic Differential Rating Scales
  • Citing Article
  • August 1981

Psychological Reports

... Pimenta da Gama (2012) added that in contemporary competitive environment marketing activity had to be both effective and efficient, thus leading to an achievement organization's market and financial goals. Analyzing the efficiency of the performance of marketing function, Hawkins et al. (1987) came to the idea that certain means were needed to assess it because marketing costs were often obvious, while their relationships with output were doubtful. Back in the 1980s, Thomas (1984) suggested using marketing productivity analysis for the evaluation of marketing department performance by measuring the efficiency with which marketing inputs were used to generate target levels of marketing outputs. ...

The nature and measurement of marketing productivity in consumer durables industries: A firm level analysis
  • Citing Article
  • December 1987

Journal of the Academy of Marketing Science

... Behavioural intention is defined as the examination of how individuals, groups, and organizations go about the processes of selecting, acquiring, using, and disposing of products, services, experiences, or ideas to meet their needs, and the consequences of these processes on individuals and society [25]. Consequently, behaviour serves as a broad term encompassing all of an individual's activities [26]. ...

Comportamiento del consumidor : construyendo estrategias de marketing / Del I. Hawkins, Roger J. Best, Kenneth A. Coney
  • Citing Article