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Who Do we Ask and when? A Pilot Study About Research in Family Decision Making

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Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference

Abstract

This paper presents the results of an exploratory study on the equivalence of collection procedures when gathering measures of relative influence in family decision making. The primary objective is to compare the results of an average of individual responses to the consensus response of a family making a decision. The results indicate that family members can be canvassed individually for their perception of the family influence structure, and the resultant judgments averaged to yield a reasonably accurate representation.

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Author information

Authors and Affiliations

  1. University of Auckland, Auckland, New Zealand

    Christina Kwai-Choi Lee & Roger Marshall

Authors
  1. Christina Kwai-Choi Lee
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  2. Roger Marshall
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Editor information

Editors and Affiliations

  1. Department of Marketing, University of Miami School of Business Administration, Coral Gables, Florida, USA

    Michael Levy

  2. Department of Marketing, University of Miami School of Business Administration, Coral Gables, Florida, USA

    Dhruv Grewal

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Lee, C.KC., Marshall, R. (2015). Who Do we Ask and when? A Pilot Study About Research in Family Decision Making. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_8

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