haku: @author Grunert, K. G. / yhteensä: 11
viite: 9 / 11
| Tekijä: | Grunert, K. G. Grunert, S. C. Beatty, S. E. |
| Otsikko: | Cross-cultural research on customer values. |
| Lehti: | Marketing and Research Today
1989 : FEB, VOL. 17:1, p. 30-39 |
| Asiasana: | CONSUMER BEHAVIOUR MARKET RESEARCH CULTURE |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA