The Impact of Incomplete Information on the Use of Marketing Research Intelligence in International Service Settings
通过实验研究发现，国际服务企业的决策者不会忽视缺失信息，而是采用基于假设的推理策略，且信息缺失会显著影响他们对营销情报的满意度、信任和使用意愿。
Unfamiliarity with foreign business environments and cultures will result in higher levels of uncertainty, especially for international service organizations. To effectively deal with international uncertainty, it seems crucial to have access to information that is as complete as possible. In practice, however, information is hardly ever complete. To date, little is known about the impact of incomplete information on the decision-making processes in international service firms. This article examines the effects of incomplete information on the evaluation and use of marketing research intelligence. The results of an experimental study suggest that decision makers in international service firms are unlikely to ignore missing information. Instead, they tend to adopt a strategy of inferential, assumption-based reasoning. Furthermore, the absence of information relevant to decision making in international services marketing has distinct evaluative consequences in terms of satisfaction, trust, and intention to use information.