Microcomputer based methods for dyadic interaction research in marketing
Stephen W. Clopton, Hiram C. Barksdale
Journal of the Academy of Marketing Science · 1987 · Volume 15 · Issue 2
Abstract
Microcomputer based methodologies offer new dimensions to the study of dyadic interaction in marketing. This article explores the role of the microcomputer as a dyadic interaction research tool in the contexts of buyer-seller negotiation and buyer-seller communication processes. The authors conclude that microcomputer applications represent a promising new direction in the study of dyadic behavior. Moreover, the microcomputer’s potential for improved experimental control and measurement is relatively untapped.
Keywords
Concession, Payoff Matrix, Dyadic Interaction, American Market Association, Personal Selling
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