Intuition or Marketing Research Information Usefulness In Business Organizations in The Light of Ordinal Regression Analysis
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2016, Vol 0, Issue 1
Abstract
This article refers to theory of decisions investigating the extent of intuition vs. information use by managers and top executives, as two contrasting sources influencing their decisions. In the first part of article, the most significant assumptions underlying theory of decision making processes were described, and then the empirical results regarding the manager’s preferences between intuition and information in context of decision behaviors were discussed. The author argues that decision makers in business organizations, in complex situations are more inclined towards the intuitive way of thinking, than analytical and logical reasoning supported by the marketing research information. In particular, top executives due to required effort in reviewing the stats derived from the research, perceive the information as useless in decision making. This preference causes serious problems, because managers unconsciously lose the information potential, simultaneously neglecting the marketing research. The results of empirical study were collected on the basis of the internet questionnaire survey. The process of choosing the respondents to sample was conducted in Poland with the use of the two techniques: judgmental and snowball sampling. In this process, the data from two social networking sites, i.e. LinkedIn and Golden Line was applied. The final sample size equaled N = 391 and included mainly decision makers in companies.
Authors and Affiliations
Piotr Tarka
Keywords
Related Articles
- EP ID EP265701
- DOI -
- Views 106
- Downloads 0
Branding in China – An Institutional and Consumer Perspective
The aim of this paper is to investigate the Chinese branding landscape. First, the strongest Chinese brands are analysed. This analysis offers explanations for typical Chinese brand strategy and establishes current trend...
The Effects of Smoking on the Health of the Urban Population
After undergoing a harvesting and processing process, nicotine is a product available in a very advantageous distribution system, such as cigarettes, cigarettes, chewing tobacco or snuff. In both women and men, the sprea...
Tit for Tat: A Perspective on Health Care Social Marketing Shock Advertising
Heath Care Social Marketing Advertising has always had a controversial perspective, as it promotes behavioral change in individuals. Moreover, the vast majority of social marketing campaigns focus on health prevention in...
CSR and Sustainable Development – Two Concepts with Different Beginnings and a Common Future
The concepts of Corporate Social Responsibility (CSR) and Sustainable development have emerged as separate independent units in different historical periods, but today their content, orientation and tools are basically i...
Consumer Attitudes toward Online Behavioural Advertising: The Social Media Involvement
In digital environment nowadays, data about Internet usage can be used to tailor content and advertisements to users’ interests. Interactive advertising allows customers to become more involved because they initiate most...