haku: @author Barabba, V. P. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Barabba, V. P. |
| Otsikko: | The market research encyclopedia. |
| Lehti: | Harvard Business Review
1990 : JAN-FEB, VOL. 68:1, p. 105-117 |
| Asiasana: | MARKET RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Market research is discussed as a complicated and complex process. It is argued that there is a need for a guide that can help managers to determine the dimensions of the task, the resources that can help managers determine the that must be summoned, the data required, and other key elements. Such a guide is presented in outline form by the head of market research at General Motors. The five major stages of the research effort are identified. Each stage is represented in one table, and together the tables combine into a foldout. The stages are: 1/ assess the market information needs; 2/ measure the marketplace; 3/ store, retrieve, and display the data; 4/ describe and analyze market information; 5/ evaluate the research and assess its usefulness. |
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