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Title: Modelling organizational buying behaviour incorporating judgmental methods
Author: Naude, Peter
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 1992
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This thesis is concerned with examining the role that judgmental modelling, or multicriteria decision making, can play in increasing our understanding of the organizational buying process. This evaluation has been made by collecting data from a number of real life decision environments within different organizations, using in-depth interviews facilitated by an interactive PC-based computer package. The decisions modelled varied by decision type, product type, and by industry. Four areas were identified in the literature where benefits from using judgmental modelling might be anticipated. These were the study of attribute salience, positioning analysis, differences in opinion between various members of the decision making unit, and the extent to which attributes change in importance during the decision making process. The various decisions modelled confirmed the advantages of judgmental modelling as a tool for analyzing organizational buying behaviour in each of these four areas. In terms of determining attribute salience, it was found that the technique worked well in all the decision environments modelled and also that it facilitated the development of a detailed approach to benefit segmentation. When combined with a particular scoring method called "word models", judgmental modelling permitted a deeper understanding to be developed of the particular markets studied, through the calculation of the extent to which attributes were both important and acted as discriminators to the buyers. The study of attribute salience also permitted the tentative development of a generic model of attribute importance. In this model a range of generic attributes was proposed and, by reference to the decisions modelled in the thesis, it was shown how these attributes are related to different types of decisions. The results of the research indicate how judgmental modelling can be used to generate input for detailed positioning analysis using correspondence analysis, and also how the word models can be used to calculate meaningful strengths and weaknesses ratios for competing suppliers. The highly structured approach to decision making required by the judgmental modelling process was seen to have particular benefits for group decision making, in that group members could focus on decision content rather than the process itself, and individual perceptions were readily clarified, facilitating further discussion and agreement. Finally, using the judgmental modelling technique gives clear evidence of the extent to which attributes may change in importance over the life of a particular decision making process.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available