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Marketing the Results of Analysis

Author

Listed:
  • Reuben R. McDaniel

    (Department of Management, College of Business Administration, The University of Texas at Austin, Austin, Texas 78712)

  • Donde P. Ashmos

    (Department of Management, College of Business Administration, The University of Texas at Austin, Austin, Texas 78712)

Abstract

After spending over one million dollars on a major study, a major state agency found that the information was not used by decision makers. Interviews with the decision makers indicated that three heuristics from behavioral decision theory may explain the data neglect. A marketing strategy, rather than a training strategy, was proposed and adopted by the agency. The result was that the data analysis effort on the second data collection was of much more use to the agency.

Suggested Citation

  • Reuben R. McDaniel & Donde P. Ashmos, 1985. "Marketing the Results of Analysis," Interfaces, INFORMS, vol. 15(4), pages 70-76, August.
    • Handle: RePEc:inm:orinte:v:15:y:1985:i:4:p:70-76
    DOI: 10.1287/inte.15.4.70
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