haku: @author Goffin, K. / yhteensä: 5
viite: 5 / 5
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| Tekijä: | Goffin, K. |
| Otsikko: | Understanding customers' views: an example of the use of repertory grid technique |
| Lehti: | Management Research News
1994 : VOL. 17:10/11, p. 17-28 |
| Asiasana: | RESEARCH CUSTOMERS MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | Repertory grid technique is a well-known and important tool for market research. Gird technique has typically been used for identifying ideal product attributes. This article, however, gives an example of how the method was successfully used to investigate customers' view on a complex concept. Repertory grid testing is a highly flexible technique and not a single test. therefore, it may be difficult for marketing researchers to choose which form of the test if optimal for their purposes. |
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