haku: @author Boss, J-F. / yhteensä: 1
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| Tekijä: | Boss, J-F. Lindon, D. |
| Otsikko: | L'efficacite des etudes de marche = Efficiency of marketing research |
| Lehti: | Revue Francaise du Marketing
1991 : NO. 134, p.35-49 |
| Asiasana: | MARKETING RESEARCH PERFORMANCE MEASUREMENT METHODOLOGY PROBLEM FORMULATION |
| Kieli: | fre |
| Tiivistelmä: | The meaning of the term "marketing research" is explained. The efficiency of marketing research in the French BSN Group is examined and evaluated. Six classes of performance criteria of marketing research are described. The main phases of the quantitative inquiry about the marketing research efficiency in the BSN Group are reviewed. The results of this inquiry show that the weaknesses of marketing research projects can be attributed to the poor understanding of the results, the improper research methodology, and the inaccurate problem formulation. Some suggestions concerning the organization and management of the marketing research function in the BSN Group are made. |
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