Blitzer, Herbert L.
March 1987
Marketing Science;Spring87, Vol. 6 Issue 2, p175
Academic Journal
This article focuses on the channel design decision. The biggest concern with regards to data collection is the fact that stakeholders provide information which will be used to determine how business will be conducted in the future. If they are smart and experienced enough to render valid data, they are also capable of knowing how to express their personal preferences in the "data" they provide. This is not to say that they are evil minded, just that they are human. For example, it was very interesting to the author that in the application in the paper, where much of the subjective input came from sales people, the result was almost predictable. The author indicates that "the model said that" the firm should lower price and increase the sales force. General management did not entirely go along with this. In the author's experience, if one asks ten sales people what the firm should do, nine will say increase the sales force and lower the price. Management will say no. The tenth salesperson will soon be promoted to a management position. Cuteness aside, the outcome described is too predictable and begs the biased data concern.


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