many researchers feel a nonmetric algorithm is more in
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1. become less concerned about being a computer expert and more concerned about the ease of applying software features the more important the ease of use becomes The specific criteria used for the evaluation include file import ability graphic sizing and flexibility spell checking facility potential creation of stylesheets abil ity to search and replace information output configu ration flexibility number of type styles and fonts ability to wrap text around objects graphics options ease of aligning objects ease of linking objects and text within a document ease of positioning visual images within the document and the ease of becoming proficient with the software Table 1 is a comparison of the software pack ages Conclusions It is becoming increasingly difficult to differentiate between word processing and desktop publishing soft ware as each incorporates more features of the other This overlap makes the software purchase more com plex If a user s desktop publishing needs are minimal for example publishing a simple newsletter with few or no graphics a word processing program will probably be sufficient If one s publishing needs are complex one will have to invest in a sophisticated package Note that with each succeeding update every package is becoming more flexible and similar to other packages which un fortunately is increasing both the level of complexity and the learning time For creating questionn2. N OF DESKTOP PUBLISHING SOFTWARE FOR QUESTIONNAIRE DESIGN Software RagTime PageMaker Quark EXpress Ready Set Go Flexibility i File import Easy Easy Easy Very Easy Graphic sizing Easy Very easy Very easy Easy Spell check Easy No Easy Easy Stylesheets Not easy Not easy Not easy Easy Search and replace Easy No Easy Easy Printing options Variety Variety Variety Variety Aesthetics Type styles Variety Variety Great Variety Variety Text wrap Good Good Excellent Excellent Graphics options Variety Variety Variety Great variety Ease of Use Aligning objects Easy Very easy Very easy Very easy Linking objects and text Not easy Not easy Not easy Not easy Graphics placement Easy Very easy Very easy Not easy Ease of placement Easy Easy Not easy Not easy ferent formats that are available the importation of text or graphics from other programs and from a created doc ument inventory such as scales layout options and other options Flexibility is a critical issue if the researcher has a questionnaire format in mind and wants to import text into a predetermined format each time Aesthetics refers to the different type styles available multiple columns and other aspects of visual appeal Aesthetics is espe cially critical if the questionnaire is being designed for self administration and layout is important Ease of use refers to such activities as duplication of text and or ob jects movement of text and graphics and search and find routines As users
3. NEW BOOKS IN REVIEW many researchers feel a nonmetric algorithm is more in tuitively satisfying than a simple OLS model Any re searcher who is so persuaded would have no difficulty in using CONJOINT LINMAP Its major weakness is derived from the algorithm not the software to run a sample of reasonable size would require a powerful com puter One other item of concern is the fixing of parameter values by the program We believe it would have been better to leave as much to user choice as technically and practically feasible rather than making decisions for the user The optimal parameter values could have been set as default values for the naive user Perhaps subse quent versions will have this flexibility Finally users of CONJOINT LINMAP will find the manual easy to use and full of helpful hints e g the discussion of price elasticity and segmentation Even the experienced conjoint analysis researcher will find the material helpful In summary researchers who find the nonmetric op timization techniques appealing probably would be will ing to accept increased computing time for a better algorithm CONJOINT LINMAP would certainly be the software of choice GERALD ALBAUM University of Oregon FRANK J CARMONE Drexel University REFERENCES Albaum Gerald 1989 BRIDGER and SIMGRAF Jour nal of Marketing Research 26 November 486 8 Carmone Frank J 1986 CONJOINT DESIGNER Jour nal o
4. PLE MACINTOSH PC The four software programs reviewed are representa tive of desktop publishing software packages for the Ap ple Macintosh PC The review compares the software programs in general and also in the particular context of survey questionnaire design with desktop publishing software The reader must be forewarned that even though the ease of use of Macintosh software has been a hallmark for Apple desktop publishing software requires a higher order of diligence to master The reason is that desktop publishing is an unfamiliar discipline for most acade micians Besides mastering a new vocabulary the user must master commands that are not as intuitive as those in many Mac software applications Nonetheless we be lieve the time invested in mastering the software will be well rewarded with time savings in the designing of questionnaires alone Desktop Publishing Before reviewing the software we must define desk top publishing The simplest definition is that desktop publishing is the ability of software to create documents in virtually any format desired by the user The user in essence is able to create a multitude of formats de pending on his or her needs by controlling the text graphics and creation of the visual layout of the infor mation before publishing at a micro level This ability minimizes one s dependence on outside resources who are experts in such matters One thing the software cannot do for th
5. aires we have found that one of the more sophisticated desktop publishing software packages is advisable They give the user great flexibil ity in doing layouts to meet specific needs Creating questionnaires with desktop publishing will enable the creator to control the ultimate design of the document and save considerable time and money in the process One very important overall conclusion is that before selecting any desktop publishing software package the user should try to identify his or her needs as specifically as possible and then determine which features must be included in the program before purchasing The reason is that every desktop publishing program has many unique and subtle features that will make it very useful or use less depending on how well it meets the user s specific needs KENNETH G BAKER GEORGE C HOZIER Jr ROBERT D ROGERS University of New Mexico Albuquerque BOOKS AND SOFTWARE RECEIVED Books David Shepard Associates Inc The New Direct Marketing How to Implement a Profit Driven Database Marketing Strategy Home wood IL Dow Jones Irwin 1990 Copyright of Journal of Marketing Research JMR is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder s express written permission However users may print download or email articles for individual use
6. d graphics from other files and have the input automati cally formated One very appealing option of Ready Set Go is being able to have a thumbnail view of the pages and swap pages if desired One feature will be of interest to users who have PCs with minimal memory Ready Set Go uses virtual memory thus alleviating the need for substantial RAM Nonetheless the program appears to operate much more quickly with four megabytes of RAM than with one One of the most impressive aspects of Ready Set Go is that the user is encouraged to call technical services whenever a problem is encountered For example a reg istered user is entitled to unlimited technical support will receive informational updates as well as other material of interest even receives a free Mouse Pad when the registration is sent in and last and perhaps of greatest importance can call an 800 number when needing as sistance In addition there is online technical support through GEnie which includes a toll free number for connection The documentation is well written and easy to follow The format of the documentation is similar to that of the other packages The User s Guide has a large number of screen displays which are very helpful in learning how the software operates This document plus the Update if used as a tutorial will help the user to gain experience and confidence very quickly The other manual entitled The Grid Book is unique It gives the nov
7. e best use of the program s capabilities This we believe is a very important step in helping the computer intimidated to overcome their fears Overall this version incorporates minor changes from the previous version Each update is sent on two diskettes a new Program disk and an Update Install disk The software has been upgraded to support font enhancements in Apple System 6 0 and improved graphics for MacDraw II Aldus states in their documentation that some minor problems re ported by their technical staff have been fixed In ad dition this version of PageMaker has improved import filters that cover Microsoft Word 4 0 Microsoft Works 2 0 WordPerfect 1 0 Xywrite III Plus and Smart AS CII filter as well Other improvements include greater type size control better text editing performance greater control over page views and enhanced color capabili ties Rather than a spreadsheet format PageMaker has a pasteboard orientation This orientation can be described as a blank piece of paper that the user pastes up with graphics and text using a computer rather than physical materials The program allows for the importation of text and graphics from other programs PageMaker supports stylesheets and color separation needs This software is relatively easy to use once the user has completed the tutorial Numerous templates help the new user through the learning process Flexibility is very good enabling the user to create virtually a
8. e user is supply creativity in undertaking the layout and related activities The software allows for creativity to take place readily but it must be supplied by the user RagTime 3 0 RagTime recommends that the user have two disk drives one of which must be a hard disk The software will operate on most Macintosh configurations provides basic color support is HFS compatible and is not copy protected The software comes packaged in a vinyl con tainer with about a 350 page manual that includes a five lesson tutorial five glossaries and two 800K formated disks containing the program The program is available in several foreign languages The newest version 3 0 has many improvements ranging from a cleaned up user interface to expanded color capabilities This version will do color separations mail merge macros and font sizes up to 999 pts as well as having 90 degree rotation capability and improved file importation capabilities Additional printing options are 120 now available a spelling checker has been added and now one can expand the document up to 16 000 rows The one thing that might be lacking from a novice user s point of view is additional assistance built into the latest version Overall the newest version of RagTime is much more sophisticated but still relatively easy to use The documentation is well written and easy to follow The format will be familiar to anyone who has read Apple Corporate soft
9. eMaker recommends one megabyte of RAM and requires a hard disk The software will operate on most Macintosh configurations The software is HFS com patible and is not copy protected The program supports basic color functions Five diskettes contain the software Install Program Utilities APD s Templates and Getting Started The Templates software is very useful in that it gives a user common structure thus saving time and effort The doc umentation for PageMaker is extensive approximately 550 pages and consists of five separate manuals Sum mary of New Features for PageMaker Installation Guide Getting Started excellent tutorial Reference Manual and User Manual The material is well written and is also in the familiar Apple Corporate documentation for mat Included in the reference manual is a removable Quick Reference Guide that is very helpful The tutorial assumes that the user has little or no knowledge of desk top publishing or the Macintosh PC Aldus provides an Extended Technical Support Service News Bulletin for a nominal cost In addition there is a technical support JOURNAL OF MARKETING RESEARCH FEBRUARY 1991 number to call but one must be a registered owner and provide the serial number in order to take advantage of the assistance The program also provides online assis tance A new addition with this version is the availability of a videotape that will assist the novice and even the seasoned user in making th
10. f Marketing Research 23 August 311 12 1987 ACA System for Adaptive Conjoint Analy sis Journal of Marketing Research 24 August 325 7 Paul E Green and Arun K Jain 1978 The Ro bustness of Conjoint Analysis Some Mont Carlo Results Journal of Marketing Research 15 May 300 5 Green Paul E 1987 CONJOINT ANALYZER Journal of Marketing Research 24 August 327 9 Jain Arun K Franklin Acito Naresh K Malhotra and Vijay Mahajan 1979 A Comparison of Internal Validity of Al ternative Parameter Estimation Methods in Decompositional Multi Attribute Preference Models Journal of Marketing Research 16 August 313 22 Srinivasan V and A Shocker 1973a Linear Programming Techniques for Multidimensional Analysis of Preferences Psychometrika September 337 69 and tiple Attributes in a Composite Criterion Using Pairwise Judgments Psychometrika December 473 93 Wittink Dick R and Philippe Cattin 1981 Alternative Es timation Methods for Conjoint Analysis A Mont Carlo Study Journal of Marketing Research 18 February 101 6 34 RAGTIME 3 0 Narbeth PA Bruning amp Everth Soft warepartner Gmbh 1973b Estimating Weights for Mul 119 ALDUS PAGEMAKER 3 02 Seattle WA Aldus QUARK EXPRESS 2 11 Denver CO Quark READY SET GO Paramus NJ Letraset QUESTIONNAIRE DESIGN WITH DESKTOP PUBLISHING SOFTWARE FOR THE AP
11. ice user some idea of the aesthetics of publishing Though the documentation does not include an extensive tutorially oriented presentation 14 pages are devoted to getting the user up and running Once the user has read the material and tried to use the software he or she will find that getting started is actually easier than first imagined As the user becomes proficient the Ready Set Go software seems easy to use In fact with the included dictionary it becomes tempting to use this program also for one s word processing needs Equipment As indicated for each software package reviewed to operate the software one must have a Macintosh with sufficient memory and a hard disk drive An additional piece of equipment that cannot be too highly recom mended is a laser printer capable of 300 dpi over the entire document The user can print on a dot matrix printer but the results are not as impressive One ad ditional feature of desktop publishing is that the docu ments can be down loaded to a Linotronic typesetter which can provide actual typeset printing at a resolution of 2400 dpi Questionnaire Creation With Desktop Publishing Software The user should be concerned about three major char acteristics when using desktop publishing software for the design and creation of questionnaires flexibility aesthetics and ease of use Flexibility refers to the dif 122 JOURNAL OF MARKETING RESEARCH FEBRUARY 1991 Table 1 COMPARISO
12. icular Microsoft Word files The color support is excellent If the user s needs include color support this program has it The software includes a spell checker and an easy to use search function including font attributes In fact the program has many word process ing features Overall this desktop publishing software is not as easy to use as the others but it is very powerful and warrants serious consideration by a user who needs a high level of sophistication There will be some dif ficulty in mastering this software but with diligence one can become adept at using Quark EXpress Ready Set Go 4 5a Ready Set Go requires one megabyte or more of RAM and a hard disk The software will operate on most Mac intosh configurations The software is HFS compatible is not copy protected and comes in an attractive gray dustcover containing two manuals and four diskettes The two manuals include about 300 pages of information with a glossary and very informative guide to page planning and layout The four diskettes are Application System Promo tion and Dictionary The Dictionary disk is a very nice addition to the desktop publisher s tools Ready Set Go has minimal color support but it supports many other very desirable features The user can customize style sheets change most of the default settings have text wrap around illustrations and easily use the many word pro 121 cessing features The user can also import text an
13. ny type of documentation desired One unique feature of which we just became aware is Aldus Magazine published bimonthly by Aldus Corpo ration Apparently the user will receive a one year free subscription to the magazine and will pay a nominal price thereafter Quark EXpress 2 11 Quark EXpress requires one megabyte plus of RAM and must be installed on a hard disk in order to run The software will operate on most Macintosh configurations The software is HFS compatible The package comes in a vinyl binder with about 200 pages of documentation There are five diskettes Start up Sample Program Bit Stream high quality typefaces and Data and cg Type additional typeface examples The documenta tion is well written and has the Apple Corporate format with which a Macintosh user is familiar As in the other packages the many screen displays in the documenta tion afford the user a preview of what should appear on the Macintosh screen There are more than a dozen use ful appendices each on a specific operation function topic Also included is a glossary The documentation does have a tutorially oriented presentation to familiarize the user with Quark EXpress as well as some online e NEW BOOKS IN REVIEW assistance This version of Quark EXpress includes a very useful Program Install Card that helps to simplify the hard disk installation activities One additional feature of this version is the Training Centers that a
14. re available for users Unfortunately every state does not have a center and some locations might not be geographically conve nient for the user Nonetheless this feature should help many users to take advantage of the capabilities of Quark EXpress and learn more about desktop publishing in general The latest version has an interesting and unique fea ture it contains a built in virus detector This feature is a very worthwhile addition given the probability of encountering a virus in programs or files that the user might access The user must be aware that this feature only detects the virus in the program and does not cor rect it Several minor problems that were present in pre vious versions have been corrected The color enhance ments are very impressive Quark EXpress has expanded color separation capabilities and the program is now ca pable of providing a direct link with Open Pre press In terface OPI allowing for printing high resolution im ages If the user needs color capabilities this is the software to use In addition this version allows for screen font rendering automatic hyphenation justification and kerning better multiple column appearance and impor tation of Microsoft stylesheets Quark EXpress is an impressive desktop publishing program It supports color stylesheets color separa tions multiple documents open repetitive functions and the importation of graphics and text from other pro grams in part
15. ware documentation The five glos saries are Technical Specifications List of Functions Key Combinations Innovations in RagTime and Glos sary There is also a short chapter on problems The glossary will be of particular interest to a first time user because it contains definitional information on unique terms used in desktop publishing RagTime is based on a spreadsheet format that has been enhanced for use in desktop publishing In essence one can place graphics into a spreadsheet This might seem limiting but the limitation is only in the mind of the user The program allows the user to import graphics a well as text from several popular programs The user also can create forms that become paper pads which can be used by simply tearing a sheet from the pad The program is very flex ible in moving graphics linking positioning and fram ing objects RagTime is a user friendly program Using the pack age is easy once one has mastered the terminology and functions A user who has used a spreadsheet should feel comfortable with this software RagTime is the simplest of the four packages reviewed Most of the problems encountered were resolved by referring to the manual A very desirable change with Version 3 0 is that the company will assist the user with problems by tele phone Overall for the price this software package is one that should be considered when the user s needs are not overly complex PageMaker 3 02 Pag
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