A Forward Step in Performance Evaluation

Easton, Allan
July 1966
Journal of Marketing;Jul1966, Vol. 30 Issue 3, p26
Academic Journal
Persons responsible for evaluation of performance have found that use of single-criterion measures invariably leads to undesirable side-effects. As a remedy, designers of evaluation methods would like to use multiple in place of single criteria, but are likely to have difficulty in amalgamating their multiple measures into a meaningful whole. Here is a method for combining multiple-criterion scores into a conceptually satisfying, overall figure-of-merit which can be used to rank subjects or projects in order of their excellence.


Related Articles

  • The Integration of Marketing Problem-Solving Modes and Marketing Management Support Systems. Wierenga, Berend; van Bruggen, Gerrit H. // Journal of Marketing;Jul97, Vol. 61 Issue 3, p21 

    To be effective, decision aids for marketing managers should match with the thinking and reasoning processes of the marketing decision makers who use them. The authors take a cognitive approach to problem solving in marketing. They develop a classification of "marketing problem-solving modes"...

  • Marketing research: Cui bono?. Guo, Chiquan // Business Horizons;Sep/Oct2004, Vol. 47 Issue 5, p33 

    There is a rising concern that marketing research is drifting away from the practical. With an ever-widening gap between business and academia, people are asking: What do practitioners want from marketing research? What do the researchers provide? Do the two coincide? In the short- term,...

  • New Product Decisions by Marketing Executives: A Computer-controlled Experiment. Cardozo, Richard N.; Ross, Ivan; Rudelius, William // Journal of Marketing;Jan1972, Vol. 36 Issue 1, p10 

    How do marketers process information to make new product decisions? The computer-controlled experiment described in this article was designed to explore this question. Differences in information preferences between marketing managers and marketing researchers were revealed. The results also...

  • Making Marketing Research More Effective by Using the Administrative Process. Boyd Jr., Harper W.; Britt, Steuart Henderson // Journal of Marketing Research (JMR);Feb1965, Vol. 2 Issue 1, p13 

    This article demonstrates how both marketing research executives and management executives can make efficient use of information about the marketplace by the use of the administrative process. Too many business executives are disappointed-even disenchanted-with the results of marketing research....

  • Pen Portrait. Simpson, Diane // Marketing (00253650);11/17/2004, p96 

    The article focuses on marketing director of Nestlé Purina of Great Britain and Ireland, Jeremy Chaplin. An independent type, he will reserve the right to reach his own decisions. This man endeavors to keep his options open for as long as he suspects there is an advantage in doing so

  • What's your intuitive decision-maker quotient? Keen, Thomas R. // Marketing News;10/21/96, Vol. 30 Issue 22, p6 

    The article provides insights on using intuition as basis for decision-making in advertising and marketing research. Marketing professionals admitted that they use intuition to guide some aspect of their decision making. They also tend to use intuition than other executives from different...

  • Abstract Dimensioning guides researchers, consumers in developing new product ideas.  // Marketing News;9/18/1981, Vol. 15 Issue 6, Special section p18 

    Focuses on Abstract Dimensioning, a problem-solving technique created by Calle and Co. to be used in the development of new products and marketing research. History of the company; Details of the application of the technique; Cost of using the tool.

  • Computers will 'bury' researchers if they don't go back to basics.  // Marketing News;12/12/1980, Vol. 14 Issue 12, p3 

    Examines the need for marketing researchers to understand the possibilities and limitations of technological tools available to them. Means to improve the ability to efficiently gather the information and make it useful for decision making; Use of factor analysis to avoid data redundancy and...

  • Management principles of the interaction between market attractiveness producer and its recipients. Sviridova, O. V. // Marketing & Management of Innovations;2013, Issue 3, p45 

    The aim of the article. The article is devoted to the definition of the content of interaction between attractiveness producer and its recipients through the prism of general and derived management principles. Actuality of this article is caused by the formation of long-term relationships...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics