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Marketing - Marketing Research and Market Research


Using Total Quality Tools for Marketing Research A Qualitative Approach for Collecting, Organizing, and Analyzing Verbal Response Data
This paper introduces several tools that are useful in the planning of marketing research, as well as in the collection, organization, and analysis of qualitative marketing research data. After outlining a gap in the marketing researcherís capability to analyze verbal data, the 7 Management and Planning Tools are presented as the means for addressing this gap. The purpose(s) of each tool are identified relative to their application in marketing research. The paper concludes with a discussion on how these tools can be combined to provide more thorough planning and even richer insight into collected data. pdf






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Status: 21. November 2012