Showing papers on "Qualitative marketing research published in 1983"
Book•
01 Sep 1983
TL;DR: Part 1 Introduction to marketing research in marketing decision making: marketing research role in marketing management the marketing research business the marketingResearch process - concepts and example the decision to undertake research cases.
Abstract: Part 1 Introduction to marketing research in marketing decision making: marketing research role in marketing management the marketing research business the marketing research process - concepts and example the decision to undertake research cases. Part 2 Determine research design and data sources: research design and data sources secondary data cases. Part 3 Develop the data collection procedure: the measurement process attitude measurement causal designs data collection - exploratory research data collection - conclusive research designing data collection forms cases. Part 4 Sampling plan and data collection: the basics of sampling simple random sampling and sample size more complex sampling procedures field operations cases.
1,257 citations
TL;DR: In this paper, some of the currently popular qualitative tools of organizational research emphasizing the complementary nature of qualitative and quantitative approaches in most settings are discussed. But they do not discuss the relationship between the two approaches.
Abstract: Qualitative and quantitative approaches to the study of organizations are not mutually exclusive. Yet, over the last several years they have tended to become as such. Also, the interest in qualitative research of organizations seems to be renewing in the recent years. The present paper looks at some of the currently popular qualitative tools of organizational research emphasizing the complementary nature of qualitative and quantitative approaches in most settings.
108 citations
TL;DR: A recent study of marketing planning in U.K. manufacturing companies revealed some strengths in marketing planning, but also revealed many weaknesses as discussed by the authors, suggesting that, in many situations, marketing planning has failed and the author suggests where it has failed.
32 citations
TL;DR: In this paper, the authors restate their case in support of the value of a marketing perspective being used to guide the development of consumer information programs and provide a context within which to evaluate the model and methodology they proposed in the (Capon and Lutz) 1979 paper.
Abstract: W E welcome this opportunity to restate our case in support of the value of a marketing perspective being used to guide the development of consumer information programs. We are somewhat distressed that our original article was so severely misinterpreted by Sarel (1983), and will attempt to clarify our position by briefly summarizing and then responding in detail to his critique of our earlier paper. Then we will restate our position in more general terms, thus providing a context within which to evaluate the model and methodology we proposed in the (Capon and Lutz) 1979 paper.
13 citations
TL;DR: In this article, the authors report the summary observations and opinions associated with the performance of the senior managerial task and reassess the marketing educator's responsibilities in light of the experience, based on a recently completed two-year experience as Senior Vice President of Marketing for the Searle Optical Group (Pearle Vision Centers).
Abstract: This article reports the summary observations and opinions associated with the performance of the senior managerial task and reassesses the marketing educator's responsibilities in light of the experience. The observations and opinions are based on a recently completed two-year experience as Senior Vice President of Marketing for the Searle Optical Group (Pearle Vision Centers). Critical observations are made about the role of marketing in the firm, the most vital aspects of the job, the art-science debate, marketing and finance, working with people, dealing with inflation, and time pressures. These observations are then discussed in the context of the marketing educator s teaching, research and service responsibilities.
4 citations