The DOI matches its Crossref record; 38 of the 38 references it cites were found in a registry or an index.
Informants in Organizational Marketing Research: Why Use Multiple Informants and how to Aggregate Responses
Abstract
Organizational research frequently involves seeking judgmental response data from informants within organizations. This article discusses why using multiple informants improves the quality of response data and thereby the validity of research findings. The authors show that when there are multiple informants who disagree, responses aggregated with confidence- or competence-based weights outperform those with response data-based weights, which in turn provide significant gains in estimation accuracy over simply averaging informant reports. The proposed methods are effective, inexpensive, and easy to use in organizational marketing research.
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Cites
Research in Organizational Behavior
Hammer, E. R., Cummings, L. L., & Staw, B. M. (1984) · The Academy of Management Review · doi:10.2307/258300 · Cited by 10,806
CONDUCTING INTERORGANIZATIONAL RESEARCH USING KEY INFORMANTS.
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Combining forecasts: A review and annotated bibliography
Clemen, R. T. (1989) · International Journal of Forecasting · doi:10.1016/0169-2070(89)90012-5 · Cited by 2,164
Aggregation bias in estimates of perceptual agreement.
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Combining forecasts: A review and annotated bibliography
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Homburg, C., & Pflesser, C. (2000) · Journal of Marketing Research · doi:10.1509/jmkr.37.4.449.18786 · Cited by 1,282
Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize
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Construct Validity: A Review of Basic Issues and Marketing Practices
Peter, J. P. (1981) · Journal of Marketing Research · doi:10.2307/3150948 · Cited by 1,189
Group versus individual performance: Are N?+?1 heads better than one?
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Cited by
Cross-Sectional versus longitudinal survey research: concepts, findings, and guidelines
Rindfleisch, A., Malter, A. J., Ganesan, S., & Moorman, C. (2008) · Journal of Marketing Research · doi:10.1509/jmkr.45.3.261 · Cited by 1,305
The impact of internal integration and relationship commitment on external integration
Zhao, X., Huo, B., Selen, W., & Yeung, J. H. Y. (2011) · Journal of Operations Management · doi:10.1016/j.jom.2010.04.004 · Cited by 813
Sousa, C. M. P., Martínez‐López, F. J., & Coelho, F. (2008) · International Journal of Management Reviews · doi:10.1111/j.1468-2370.2008.00232.x · Cited by 705
Interaction Orientation and Firm Performance
Ramani, G., & Kumar, V. (2008) · Journal of Marketing · doi:10.1509/jmkg.72.1.027 · Cited by 698
Understanding the Marketing Department's Influence within the Firm
Verhoef, P. C., & Leeflang, P. S. H. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.2.14 · Cited by 587
Metadata
- Authors
- Van Bruggen, G. H., Lilien, G. L., & Kacker, M.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 2002-11
- Volume
- 39
- Issue
- 4
- Pages
- 469-478
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W1976123198
- Cited by
- 318
- References
- 38
- FWCI
- 19.53
- Type
- journal article
- Language
- en
- Open access
- closed
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- Van Bruggen, G. H., Lilien, G. L., & Kacker, M. (2002). Informants in Organizational Marketing Research: Why Use Multiple Informants and how to Aggregate Responses. Journal of Marketing Research. https://doi.org/10.1509/jmkr.39.4.469.19117
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
