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JUDGMENT BASED MARKETING DECISION MODELS: AN EXPERIMENTAL INVESTIGATION OF THE DECISION CALCULUS APPROACH.

Publication ,  Journal Article
Chakravarti, D; Mitchell, A; Staelin, R
Published in: Manage Sci
January 1, 1979

Managerial judgment is frequently required to estimate many of the parameters of decision calculus models and the quality of these judgmental inputs may substantially affect model-based decisions. This study suggests that if model builders are to rely upon managerial judgments in building models, research should be directed at understanding when managerial judgments will be valid and the types of biases that might be expected. A quasi-experimental design is used to explore managers' abilities to estimate the parameters of a decision-calculus model (ADBUDG) and to examine the value of this model in decision-making. The results are consistent with previous evidence of the existence of biases in human judgment.

Duke Scholars

Published In

Manage Sci

DOI

ISSN

0025-1909

Publication Date

January 1, 1979

Volume

25

Issue

3

Start / End Page

251 / 263

Related Subject Headings

  • Operations Research
  • 46 Information and computing sciences
  • 38 Economics
  • 35 Commerce, management, tourism and services
  • 15 Commerce, Management, Tourism and Services
  • 08 Information and Computing Sciences
 

Citation

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ICMJE
MLA
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Chakravarti, D., Mitchell, A., & Staelin, R. (1979). JUDGMENT BASED MARKETING DECISION MODELS: AN EXPERIMENTAL INVESTIGATION OF THE DECISION CALCULUS APPROACH. Manage Sci, 25(3), 251–263. https://doi.org/10.1287/mnsc.25.3.251
Chakravarti, D., A. Mitchell, and R. Staelin. “JUDGMENT BASED MARKETING DECISION MODELS: AN EXPERIMENTAL INVESTIGATION OF THE DECISION CALCULUS APPROACH.Manage Sci 25, no. 3 (January 1, 1979): 251–63. https://doi.org/10.1287/mnsc.25.3.251.
Chakravarti D, Mitchell A, Staelin R. JUDGMENT BASED MARKETING DECISION MODELS: AN EXPERIMENTAL INVESTIGATION OF THE DECISION CALCULUS APPROACH. Manage Sci. 1979 Jan 1;25(3):251–63.
Chakravarti, D., et al. “JUDGMENT BASED MARKETING DECISION MODELS: AN EXPERIMENTAL INVESTIGATION OF THE DECISION CALCULUS APPROACH.Manage Sci, vol. 25, no. 3, Jan. 1979, pp. 251–63. Scopus, doi:10.1287/mnsc.25.3.251.
Chakravarti D, Mitchell A, Staelin R. JUDGMENT BASED MARKETING DECISION MODELS: AN EXPERIMENTAL INVESTIGATION OF THE DECISION CALCULUS APPROACH. Manage Sci. 1979 Jan 1;25(3):251–263.

Published In

Manage Sci

DOI

ISSN

0025-1909

Publication Date

January 1, 1979

Volume

25

Issue

3

Start / End Page

251 / 263

Related Subject Headings

  • Operations Research
  • 46 Information and computing sciences
  • 38 Economics
  • 35 Commerce, management, tourism and services
  • 15 Commerce, Management, Tourism and Services
  • 08 Information and Computing Sciences