Given the need to justify business management expenses, firms are very interested in measuring marketing performance. The objective of this article is to analyze mass media advertising investment from an efficient point of view in hotel chains. To accomplish the objective, this article applies a two-stage double bootstrap data envelopment analysis to the monetary resources allocated to the different advertising media by the main companies in the Spanish hotel sector. The authors further investigate the determinants of hotel advertising efficiency in terms of the number of brands in the hotel portfolio and the combination of advertising media used (i.e. Internet advertising). The results show a certain level of waste of advertising spending by hotel chains and that both brand portfolio scope and Internet advertising positively affect efficiency.
Traditionally, the literature has analyzed the existence of bias in the evaluation of papers submitted to scientific journals, but it has not considered any possible bias in the evaluation of studies submitted to conferences. In this sense we can ask whether the conferences provide an adequate service for researchers. This study examines whether there is bias in the evaluation of work in progress submitted to a conference, and also examines the explanatory factors of the evaluation. To address these questions we use information from a marketing conference. The results show that completed work receives higher reviewer ratings than work in progress; a bias that is specifically present in the evaluation of information sources, methodology and results. This bias can be explained by the simple fact of being work in progress. Additionally, the results reveal that the number of references from journals listed in the Social Citation Index Report positively influences the evaluation of research studies.
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