haku: @author Moorman, C. / yhteensä: 14
viite: 13 / 14
| Tekijä: | Zaltman, G. Moorman, C. |
| Otsikko: | The management and use of advertising research. |
| Lehti: | Journal of Advertising Research
1988 : DEC-1989 JAN, VOL. 28:6, p. 11-18 |
| Asiasana: | ADVERTISING RESEARCH COMPETITIVENESS |
| Kieli: | eng |
| Tiivistelmä: | Organizations use three types of research: developmental, confirmatory, and evaluative research. Firms should do much more developmental advertising research even at the expense of some evaluating research. At present, client organizations tend to rely on outside organizations for research expertise. But it's very difficult to develop trusting relationship with outside researchers. The trust between users and researchers can increase the use of marketing research. |
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