search query: @author Grunert, K. G. / total: 11
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| Author: | Grunert, K. G. Grunert, S. C. Beatty, S. E. |
| Title: | Cross-cultural research on customer values. |
| Journal: | Marketing and Research Today
1989 : FEB, VOL. 17:1, p. 30-39 |
| Index terms: | CONSUMER BEHAVIOUR MARKET RESEARCH CULTURE |
| Language: | eng |
| Abstract: | Theoretical bases for the value concept in marketing research are reviewed and three types of marketing applications are listed: exploratory studies, environmental scanning, and segmentation and positioning. Three value measurement approaches are discussed in detail: participant observation, analysis of mass media, and survey research. Participant observation is well-suited for exploratory studies, analysis of mass media is best suited for environmental scanning, and survey instruments are suited for segmentation purposes. |
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