| Автор | Gordon, Craig C |
| Автор | Schoenbachler, Denise D. |
| Автор | Gordon, Geoffrey L. |
| Автор | Rogers, Thomas M. |
| Дата выпуска | 1995 |
| dc.description | The use of traditional marketing research techniques in an international context suffers from two potentially fatal flaws: the over-reliance on purely quantitative data and through the use of rigidly structured approaches to primary data collection, the inability to gather information on problems/issues not thought of in advance by the developers of the survey instrument(s). A means of overcoming these problems is through the use of "real-lime" marketing research activities; activities targeted at checking and challenging marketplace assumptions. A "real-time" approach to international marketing research as described and contrasted with traditional marketing research techniques. A specific approach to this type of research currently being implemented by an institutional investment company is presented. Managerial guidelines are then given for the consideration, development, and implementation of a "real-time" approach to international marketing research by service companies. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Taking a " Real-Time " Approach to International Marketing Research |
| Тип | research-article |
| DOI | 10.1300/J090v11n02_14 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 11 |
| Первая страница | 189 |
| Последняя страница | 205 |
| Аффилиация | Gordon, Craig C; President, Off the Record Research, Inc., San Francisco, CA |
| Аффилиация | Schoenbachler, Denise D.; Assistant Professor, Department of Marketing, Northern Illinois University, DeKalb, IL |
| Аффилиация | Gordon, Geoffrey L.; Assistant Professor, Department of Marketing, Northern Illinois University, DeKalb, IL |
| Аффилиация | Rogers, Thomas M.; Assistant Professor, Department of Marketing, Northern Illinois University, DeKalb, IL |
| Выпуск | 2 |
