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Faculty Research

Current Faculty Research Projects

Dr. Ralph Giacobbe

  • An investigation into marketing research ethical orientation, perceptions, and behaviors among practicing marketing researchers in several international settings. The most immediate is a study comparing marketing research ethical variables among four English-speaking countries (US, Canada, Australia and UK). (Jointly with Madhav Segal)

  • A qualitative assessment of future marketing research challenges and opportunities. This project attempts to understand and assess the concerns and opportunities faced by Marketing Research professionals in the US and Canada as they project changes for the research industry through the first phase of the 21st century. (Jointly with Madhav Segal)

Dr. Edmund Hershberger

  • The impact of music and mood on advertising response, specifically when the mood of the music is incongruent with the mood of the listener.

  • The impact of Trust on Ad Processing. This is an extension of the Internet Trust work, but rather than looking at media effects, the study explores source effects by focusing on the trustworthiness of the website itself.

  • Investigating structural approach differences between internal and external salespersons. The main contention is that the nature of the relationship between the salesperson and the firm may impact the commitment to the firm's brand, and ultimately the approach used by the salesperson.

D r. Ramana Madupalli

  • Salesperson behavioral determinants of Customer Equity--An effectiveness perspective. This project investigates how a salesperson behavior influences customer equity in an organization. This research is pursuing customer equity from an interesting angle using it as a performance measure for a salesperson. (Jointly with James Boles & Barry Babin)

  • Predicting Turnover of Salespeople--Organizational Commitment or Occupational Commitment. This project proposes that organizational commitment itself is not the best determinant of turnover; rather it is moderates the importance of occupational commitment. It also investigates varying effects of different facets of job satisfaction on both organizational and occupational commitment. (Jointly with James Boles & Georg Hamwi)

  • Emotions and Turnover in Call centers--This project deals with various call center job related attitudes and attributes and how they impact both the organizational and occupational turnover intention of personnel. This project also investigates the job related emotions that the personnel face in their daily jobs and their affect on outcomes. (Jointly with Amit Poddar)

Dr. Timucin Ozcan

  • Completeness as a Product Positioning Strategy--A Framing Perspective: This study investigates consumer evaluations and purchase intentions for products positioned on "completeness" such as Colgate Total. It is hypothesized that increased levels of decision complexity, product complexity, or price should have a positive effect on preferences for complete-positioned alternatives.

  • Perceived Control, Flow, and the Online Shopping Experience--This paper investigates the influence of erceived control on flow and the overall online experience as measured by satisfaction and time distortion. The differential effects of three forms of perceived control, namely, behavioral control, decisional control, and cognitive control, are studied.

  • The Influence of Consumption Context and Consumer Attributions on Stockout Reactions: This study proposes that consumption goals and consumer attributions can influence stockout reactions. Specifically, usage context, product bundling for a single consumption objective, and consumers' understanding of the cause of the restriction, whether stockout or soldout, may affect their responses.

Dr. Madhav N. Segal

  • An assessment of current and future critical challenges and opportunities for Chinese marketing research practices and education. This comprehensive investigation helps address our knowledge gap in this area by studying the emerging marketing research industry and its associated challenges and opportunities for the practice and education of marketing research in China. Specifically, a very comprehensive stream of research dealing with the current practices and future outlook of Chinese marketing research industry and its profession is being implemented.

  • This study aims to draw conjoint researchers' attentions to the existence of systematic errors embedded in the stage of presenting conjoint stimulus. We postulate that the validity of conjoint is vulnerable to the evaluation mode because of the attribute-task comparability effect (some attributes are easy to compare in joint evaluation while other attributes are more meaningful in separate evaluation). Several testable propositions are readied for empirical testing. (Jointly with J. Min)

  • Co-branding has recently obtained the strategic importance in brand extension research. By using conjoint and discrete choice analyses, we try to empirically examine consumer preference for co-branded products via alternative evaluation modality (e.g., evaluating co-branded products separately versus jointly). Drawing on the notion of spillover effect, information asymmetry, and mental accounting, the authors compare the effects of two co-branding strategies (vertical or horizontal) on consumer preferences. (Jointly with J. Min)

  • This research focuses on Offshore Marketing Research Outsourcing (OMRO) which is a specific form of Knowledge Process Outsourcing (KPO). The overall aim is to develop a conceptual paradigm to explore and understand the strategic value of OMRO. Our empirical investigation examines the extant outsourcing practices and perceptions of US research agencies. Initial findings from the study indicate that current OMRO users obtain competitive advantage not only from operational efficiencies but also from value-added differentiation activities. This investigation uses these empirical findings to provide suggestions for best practices in outsourcing of marketing research services.

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