search query: @indexterm TARGET SEARCH PROBLEM / total: 14
reference: 6 / 14
| Author: | Hamlin, R. |
| Title: | A systematic procedure for targeting market research |
| Journal: | European Journal of Marketing
2000 : VOL. 34:9/10, p. 1038-1052 |
| Index terms: | TARGET SEARCH PROBLEM MARKET RESEARCH MODELS |
| Language: | eng |
| Abstract: | This article discusses the targeting and reporting of commercial marketing research. The treatment of this critical stage of the research process is severely underrepresented in the academic marketing literature and in marketing research texts. Six prerequisites for effective targeting and reporting are identified. An extended model of the research process, incorporating the tasks that are essential for targeting and reporting is developed. |
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