Purpose – Academic researchers love multi‐category answer formats, especially five‐ and seven‐point formats. More than a decade ago Josef Mazanec concluded that these formats may not the best choice, and that simple binary‐answer options are preferable in some empirical survey...

Purpose This paper aims to investigate the effect of decision-making, in terms of the effectuation and causation orientation of small business owners, on the growth of their small businesses in an uncertain environment: Burundi. Design/methodology/approach On the basis of primary data from a...

Cross‐selling is an important issue for contemporary marketing practice, as this facilitates offering the right product to the right customer. Relevant for cross‐selling of financial products is the order in which consumers acquire such products. Previous research shows that most consumers...

Purpose – The existence of variable response styles represents a major threat to the correct interpretation of market research findings. In international marketing, this threat is further increased due to samples of respondents from different cultural backgrounds. The purpose of this paper is...

Purpose – The purpose of this paper is to tests three hypotheses: non‐profit organizations follow a customer‐centered approach to marketing; marketing is run by marketing‐trained staff; and cross‐continental differences in the adoption of marketing in the UK, the USA, and Australia exist...

Purpose – The purpose of this paper is to critically review past recommendations to correct for cultural biases in empirical survey data sets, and propose a framework that enables the researcher to assess the robustness of empirical findings from culture‐specific response styles (CSRS)....

Purpose – This paper aims to show how researchers can develop learning exercises for training analysts and executives in market segmentation techniques. Design/methodology/approach – The empirical example of a tour operator specializing in adventure tourism is used as an illustration....

Purpose – This study focuses on the emotional aspects of destinations and employs two different scales for capturing the affective component of city destination image. The aim of this paper is not only to measure the emotions assigned to different European cities, but also to compare these two...

Purpose – The purpose of this paper is to test and compare different conceptual approaches for perceived value in a service context. Design/methodology/approach – Perceived value is an outcome construct that results from various benefits received and sacrifices devoted to achieve a...

Purpose – This study aims to adapt a neural network based fuzzy time series model to improve Taiwan's tourism demand forecasting. Design/methodology/approach – Fuzzy sets are for modeling imprecise data and neural networks are for establishing non‐linear relationships among fuzzy sets. A...