Badanie modelu dojrzałości procesu jako paradygmatu doskonalenia procesu reklamowego

• Autorzy: Daniel Adrian Doss , Russ Henley , Qiuqi Hong , Trey Pickett

Warianty tytułu

Investigating Process Maturity Modeling as an Advertising Process Improvement Paradigm

• Języki publikacji: PL

Abstrakty

Niniejszy artykuł poświęcony jest badaniu wariantu modelu Capability Maturity Model integrated (CMMi) z perspektywy doskonalenia procesu reklamowego. Populacja i próba zostały pozyskane z narodowego zasobu amerykańskich organizacji marketingowych. Z zastosowaniem ANOVA, poziomu istotności 0.05 oraz stratyfikacji organizacji usług marketingowych, badanie wykazało statystycznie istotną różnicę (F(1, 304) = 4.03; p = 0.04; ω2 = 0.00) w odniesieniu do hipotezy reprezentującej twierdzenie, że procesy były sporadyczne, chaotyczne i nieprzygotowane. To twierdzenie odpowiada pierwszemu poziomowi dojrzałości badanego schematu dojrzałości procesu. W odniesieniu do danych na skali Likerta reprezentujących pierwszy poziom dojrzałości, analiza kolejnych średnich wykazała, że zarówno firmy dostarczające usługi marketingowe (M = 2.99) jak też firmy zajmujące się marketingiem produktu (M = 2.74) wskazywały na neutralność w odniesieniu do tego czy procesy były uważane za sporadyczne, chaotyczne i nieprzygotowane. Zatem, respondenci nie dostrzegli dowodów na pierwszy poziom dojrzałości w badanych układach pracy. Przyszłe analizy mogą zbadać inne stratyfikacje firm marketingowych (n.p. dla zysku kontra non-profit; narodowe kontra międzynarodowe; i tak dalej) w celu lepszego zbadania proponowanego modelu dojrzałości reklamowej. (abstrakt oryginalny)

EN

This article examined a variant of the Capability Maturity Model integrated (CMMi) through the lens of advertising process improvement. The population and sample were taken from a national array of U.S. marketing organizations. Using ANOVA, a 0.05 significance level, and a stratification of service marketing organizations versus product marketing organizations, the study showed a statistically significant difference (F(1, 304) = 4.03; p = 0.04; ?2 = 0.00) regarding the hypothesis representing the notion that processes were potentially sporadic, chaotic, and ad hoc. This notion corresponded to the first maturity level of the examined process maturity framework. With respect to the Likert-scale data representing the first maturity level, the successive means analysis showed that both service marketing firms (M = 2.99) and product marketing firms (M = 2.74) reported neutrality regarding whether processes were deemed sporadic, chaotic, and ad hoc. Thus, the respondents perceived no evidence of the first maturity level among the queried work settings. Future studies may examine different stratifications of marketing firms (e.g., for-profit versus non-profit; domestic versus international; and so on) to better explore the proposed advertising maturity model. (original abstract)

Słowa kluczowe

PL

Model Dojrzałości Oprogramowania; Zarządzanie jakością; Reklama

EN

Capability Maturity Model Integration (CMMI); Quality management; Advertising

• Czasopismo: Marketing Instytucji Naukowych i Badawczych
• Rocznik: 2019
• Numer: nr 2 (32)
• Strony: 1--26

Twórcy

autor

Daniel Adrian Doss

• University of West Alabama, Stany Zjednoczone

autor

Russ Henley

• University of West Alabama, Stany Zjednoczone

autor

Qiuqi Hong

• Guangzhou College of Technology and Business, International Educational College, Guangdzu, Guangdong, Chiny

autor

Trey Pickett

• University of West Alabama, Stany Zjednoczone

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Identyfikatory

DOI

10.2478/minib-2019-0019