Bateson, John E. G.:

Senior vice president, MAC-Gemini.

Research Interest: services marketing, research methodology

Published Paper: JCR 2, MS 2, JMR 2, IJSIM 1.

Abstract

The authors proposed that videotapes and slides provide ecologically valid environment simulations, which solve realistic problem in studying environment-person service encounter by an experiment. Due to high internal validity, the experiment is suitable for theory testing, but it poses ecological fallacy in media of representation. Field survey, though not efficient and less controllable, provides good external validity. The paper compared the various types of environment simulations in details and focused on photographic slides and videotapes to represent service settings. Perceived control model was employed to test the data from experiments and field study. The results showed that the three procedures (slides, videotapes, and field) produced similar good model fitness. Therefore, findings obtained from using slides and videotapes can have both external and internal validity in the laboratory experiment. Theories from environmental psychology, social psychology and sociology regarding environment simulations were introduced to services marketing.

The paper provides a solution for the conflicting problem of internal and external validity in the laboratory experiment. In practices, It offers a useful method for companies to test a new service efficiently. The limitations of slides and videotape simulations were also discussed. Some conditions for using these two representations are listed.

Reference:

Wirtz, Jochen; John E G Bateson (1995), "An Experimental Investigation of Halo Effects in Satisfaction Measures of Service Attributes," International Journal of Service Industry Management. 6(3), 84-102.

*Bateson, John E G; Michael K Hui (1992). "The Ecological Validity of Photographic Slides and Videotapes in Simulating the Service Setting," Journal of Consumer Research. 19(Sep), 2, 271-281.

Hui, Michael K; John E G Bateson (1991), "Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience," Journal of Consumer Research. 18(Sep), 2, 174-184.

Wittink, Dick R; David J Reibstein; William Boulding; John E G Bateson; John W Walsh (1989), "Conjoint Reliability Measures," Marketing Science. 8(Fall), 4, 371-374.

Reibstein, David; John E G Bateson; William Boulding (1988), "Conjoint Analysis Reliability: Empirical Findings," Marketing Science, 7(Summer), 3, 271-286.

Moriarty, Rowland T; John E G Bateson (1982), "Exploring Complex Decision Making Units: A New Approach," Journal of Marketing Research. 19(May), 2, 182-191.

* Paper to be reviewed

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