Association of Marketing Theory and Practice Proceedings 2017
 

Document Type

Conference Proceeding

Conference Track

General Papers

Publication Date

2017

Abstract

The authors examine the use of online panels, the assumptions that are being made, and the dangers of those assumptions for small business. Specifically, the authors investigate the existence and possible effects of speeders. They conclude with a discussion of the implications and how to avoid falling into the traps that this problem may create.

About the Authors

Dave McMahon is an Associate Professor of Marketing in The Graziadio School at Pepperdine University. He teaches in the EMBA and FEMBA programs and serves as an advisor for several companies. Dr. McMahon’s research interests are in the areas of services, logistics, and the use of websites by nonprofit organizations. Dr. McMahon is co-author of one book and his research has been published in a number of academic journals and proceedings including the Journal of Marketing Theory and Practice.

Stephen M. Rapier, Ph.D. is an assistant professor of Marketing in the Graziadio School at Pepperdine University. He has been actively engaged in branding, marketing, public relations, and research since 1982. Dr. Rapier has held executive positions in marketing research, advertising, and public relations companies. Dr. Rapier is a member of the Advisory Board of the Connective Leadership Institute. His primary research interests are in the areas of branding and luxury goods.

Michael McCall is the NAMA Endowed Professor of Hospitality Business in the Eli Broad College of Business at Michigan State University. He earned his Ph.D. from Arizona State University and has held academic positions at Ithaca College and Cornell University. His research program focuses on the role of customer reward programs, customer loyalty, rebate programs, and tipping. He currently serves on the editorial boards of Journal of the Academy of Marketing Science, The Cornell Hospitality Quarterly and The Journal of Hospitality and Tourism Research.

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