Bruggen, G.H. van Lilien, G.L. Kacker, M. (Erasmus Research Institute of Management (ERIM), RSM Erasmus University)
Abstract
Organizational research frequently involves seeking judgmental data from multiple informants within organizations. Researchers are often faced with determining how many informants to survey, who those informants should be and (if more than one) how best to aggregate responses when disagreement exists between those responses. Using both recall and forecasting data from a laboratory study involving the MARKSTRAT simulation, we show that when there are multiple respondents who disagree, responses aggregated using confidence-based or competence-based weights outperform those with data-based weights, which in turn provide significant gains in estimation accuracy over simply averaging respondent reports. We then illustrate how these results can be used to determine the best number of respondents for a market research task as well as to provide an effective screening mechanism when seeking a single, best informant.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
file. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
Publisher Info
Paper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number
ERS-2000-32-MKT Revision_Date: 2008-03-04.