Showing papers on "Qualitative marketing research published in 1977"
TL;DR: In this article, the focus group technique is considered from a philosophy of science perspective, which points to a confusion of three main assumptions: focus groups, focus groups and focus groups.
Abstract: Use of the focus group technique is widespread in qualitative marketing research. The technique is considered here from a philosophy of science perspective which points to a confusion of three dist...
751 citations
177 citations
TL;DR: Logit and log-linear models are new techniques for analyzing categorical data as mentioned in this paper, and each of these models is described and applied to a problem involving consumer adoption of a new telecommunications service.
Abstract: Logit and log-linear models are new techniques for analyzing categorical data. Each of these models is described and applied to a problem involving consumer adoption of a new telecommunications ser...
110 citations
TL;DR: In this article, the authors conducted a pilot study into the degree to which marketing techniques are being applied in the local authority sports/leisure centre situations in the UK and found evidence of marketing thinking having penetrated various organisational areas.
Abstract: Undertakes a pilot study, the results of which are reported here, into the degree to which marketing techniques are being applied in the local authority sports/leisure centre situations in the UK. Details the use of a questionnaire which focused attention on both marketing tools and major aspects of marketing philosophy. Finds evidence of marketing thinking having penetrated various organisational areas. Concludes that the study may have been of a pilot nature but there is evidence so far at least of marketing thinking being applied under one or more of the topic areas included in the questionnaire.
8 citations