Commentary on “Judgment Based Marketing Decision Models”
评论了Chakravarti等人的实验研究，质疑其能否充分证明决策计算模型的负面效应，并指出在实地应用中，管理者依赖多源信息和市场知识进行校准，与实验室条件不同。
Chakravarti, Mitchell, and Staelin (CMS) draw a number of conclusions about judgment based models that agree with our field experience. However, we question whether their experiments form an adequate basis for ascribing negative effects to decision calculus models. A key part of the laboratory task is to estimate five model parameters, given between six and 18 observations of a share-advertising time series and no further market information. By contrast, in our field experience a major advantage of decision calculus models is that managers base their calibrations on multiple information sources and detailed knowledge of market and consumer behavior.