Showing papers on "Qualitative marketing research published in 1993"

Culture and Consumer Behavior

Abstract: Despite the growth in international marketing, cross-cultural research in marketing has been limited. Recognizing the deficiency of definition of culture in cross-cultural studies, this paper presents a conceptualization of culture. The relevant literature form cross-cultural psychology, anthropology, consumer behavior and international marketing is reviewed in an attempt to describe the impact culture has on salient consumer behavior constructs of perception, information processing, value systems, and self concept and offer hypotheses for marketing management, Additional implications for key areas of international marketing management are derived.

Marketing Principles and Practice

Abstract: *What is Marketing? *Products, Services and Benefits *The Marketing Environment *The Competitive Environment *Buyer Behaviour *Organisational Buyer Behaviour *Customers, Market Segmentation and Targeting *Marketing Information *The Market Offering *Product xxx The Fundamental Marketing Concept *Intangible Products and Building Relationships that Last *Making Products Available *Price, Quality and Value *Marketing Communications and Media *Promotional Planning *Advertising and Direct Marketing *Publicity, Sales Promotion and Sponsorship *Selling *Marketing Planning and Product Policy *Product Analysis and New Product Development *Research for Marketing *Organising for Marketing *Consumerism, Ethics and Social Responsibility *International Marketing *Marketing in Action

Essentials of marketing research

Abstract: Aimed at students on undergraduate marketing research courses, this text is intended to create good managers of marketing research, rather than focusing on statistical techniques and analysing data.

Marketing research in action

Abstract: 1. Perspectives on Marketing Research 2. Marketing Research Data 3. Sampling Cases 4. The Instruments of Data Capture 5. Data Collection Methods 6. Data Analysis 7. Research Techniques and Applications 8. Research Design.

Marketing Research Activity and Company Performance: Evidence from Manufacturing Industry

Abstract: While a number of research studies have examined the factors determining the extent of use of marketing research information by managers, there is only scant empirical evidence on the link between marketing research activity and company performance. Aims to examine the nature of marketing research undertaken by manufacturing firms in a variety of industrial contexts and to explore its impact on competitive success. According to the results, and contrary to prior research, no direct link can be detected between performance and (1) whether marketing research is conducted/commissioned, (2) what information is collected, or (3) how it is obtained. Discusses the findings in the light of previous evidence and theoretical speculation concerning the role of marketing research as a determinant of company success, and makes a number of suggestions for future research.

The function of qualitative research

Abstract: Due to the prevailing positivistic view on science, qualitative research has only a modest place within the social sciences. There is, however, a growing awareness that a purely quantitative approach is not always satisfactory. This is for instance the case in the field of research into the quality of life. This article discusses a number of theoretical and methodological aspects of qualitative research. The following issues are dealt with: the (in-depth) interview as a research method, and the classification, analysis and interpretation of qualitative data. Subsequently views on the reliability and validity of qualitative research are discussed. After discriptions of a number of fields of application, the potential value of qualitative research is illustrated with reference to recent research.

How to critique qualitative research articles.

Abstract: The critique of qualitative research requires the use of different standards and criteria than are used for quantitative research. The great diversity of available qualitative methods can make evaluation or critical appraisal difficult for consumers of research who are less familiar with these methods. The current paper suggests that the following guidelines be used when a qualitative research paper is being examined: the topic must be appropriate for qualitative enquiry; the specific qualitative research method chosen must "fit"; the literature reviewed should be consistent with the method chosen; there should be ample description of informants or participants, context, and researcher; appropriate methods for information gathering and information analysis should be employed; the conclusions should be sound; and, the research must have some importance and relevance.

Focus Group Research Dynamics and Reporting: An Examination of Research Objectives and Moderator Influences:

Abstract: While focus groups enjoy wide popularity in marketing practice, the methodological complexities of this form of qualitative research are largely ignored. One such issue concerns how different moderators interact with alternative approaches to focus group research to affect group processes and reporting. This study applies a philosophy of science perspective to understanding the theoretical and practical importance of interactions between moderator research philosophies and qualitative information-gathering objectives. The findings from an analysis of 66 moderators show that the conceptual framework used here describes important aspects of focus group work. However, they also show that the distinctions in the framework are not being practiced by marketing researchers.

The essence of marketing research

Abstract: Marketing research sequential stages of marketing research research tools research uses market segmentation analyses final stages of the survey.

Chapter 1 Mathematical marketing models: Some historical perspectives and future projections

Abstract: Publisher Summary When the term ‘marketing’ comes to mind, many people think of ‘pet rocks', cans of ‘New York City air’, and the cyclical movement of hemlines in women's fashions; the analysis of the demand for such items seems well removed from the reliance on mathematical models that characterizes much of the work in operations research and management science (OR/MS). Indeed, many company executives despair of putting marketing on a more scientific basis. Many see marketing processes as lacking the neat quantitative properties found in production and finance. In marketing, human factors play a large role, marketing expenditures affect demand and cost simultaneously and information to support truly systematic decisions is rarely available, Further, the effects of most marketing actions are typically delayed, nonlinear, stochastic, and difficult to measure.

Practical Marketing Research: An Integrated Global Perspective

Abstract: Part 1 What is marketing research: marketing research - nature, unity, diversity and blend what is it B-A-S-1-Cally About?. Part 2 The process of marketing research: identifying the problem and planning the research the two roads and the "backward" approach research design answers without questions questions and answers analysis - philosophy and basic techniques advanced data analysis techniques presenting the results. Part 3 Varieties of marketing research: concept and positioning research the product itself package and name research price testing place promotion - advertising, "below-the-line" activities the market study new products and test marketing. Part 4 Observation and speculations: looking into, looking out, looking ahead.

What Role Should Marketing Theory Play in Marketing Education: A Cross‐National Comparison of Marketing Educators

Abstract: The focus of this article is a cross‐national comparison of the role the study of marketing theory should play in the marketing education process. This study also examines whether the status of marketing theory differs from marketing academicians in the United States, Europe, and the Pacific Basin.

The Domain of Marketing: How Are the Boundaries of the Marketing Discipline Established?

Abstract: This article examines, from a conceptual perspective, the establishment, evolution and impact of boundaries and definitions on research in marketing. A conceptual model highlighting the key issues and constructs involved in the development and evolution of marketing thought and the boundaries of marketing is presented. Particular attention is given to the relationship between societal trends and research in marketing. The impact of environmental trends and current research directions on the formation of “new” journals in marketing is also examined. In addition, the roles of academicians, practitioners and “gatekeepers” are all discussed, as is their impact on research in the discipline. Three distinct categories of research are identified along with their roles in advancing marketing thought and establishing boundaries for marketing. Finally, the potential implications of “artificial” definitions and boundaries for research in the discipline are examined.

International Marketing: Student Attitudes and Behavior

Abstract: In response to the growing importance of international marketing, recent studies have examined the topic from the perspectives of both practitioners and academicians. This article explores how students feel about international marketing and their preparation for potential careers in this area. The majority of marketing students believe courses in international marketing, foreign culture, and foreign language should be required. They are at least minimally proficient in a foreign language and feel that international marketing will contillUe to grow in importance. They do not, however, believe they are being prepared adequately for careers in this area.

The effects of experience and education on the organization of marketing knowledge

Abstract: This research investigates changes in the cognitive organization of marketing knowledge as experience and education increase. In the first of two studies, marketing managers and marketing students were asked to sort terms from an introductory marketing text into groups of related concepts. In the second study, the same managers sorted terms specific to their corporation into groups of related concepts. Unbeknownst to the subjects in both studies, there was an underlying functional structure to the terms. The organization of marketing knowledge corresponded more closely with the expected structure as education increased and, to a much greater extent, as experience increased. Implications of the results for exploiting managerial expertise and for training managers are discussed. © 1993 John Wiley & Sons, Inc.

Marketing: contrasting attitudes of small and large manufacturers

Abstract: A study was undertaken to ascertain the state-of-the-art of marketing among New Zealand manufacturers and to obtain views on marketing. The focus is on the attitudes of small firms to marketing in view of their predominance in the New Zealand economy.

Using Qualitative Research to Generate Theory

Abstract: In qualitative research, one procedure that almost always produces better data is triangulation: using multiple methods to view a single object Geoffrey A. Cross (University of Louisville) uses triangulation to study the production of a two-page letter over a 77-day period in &dquo;A Bakhtinian Exploration of Factors Affecting the Collaborative Writing of an Executive Letter of an Annual Report7 (1990). Cross’s ethnographic case study not only contributes to our understanding of how collaboration affects the creation of texts in organizations but also serves as an excellent example of how qualitative methods can be used effectively. Over five months, Cross observed employees of a large midwestern insurance company as they revised an executive letter for the annual report through seven major drafts. He examined 16 factors that influenced this largely unsuccessful collaborative writing process. Denzin (1978) identifies four types of triangulation: data triangulation, theory triangulation, investigator triangulation, and methodological triangulation. Cross achieved rich data triangulation by collecting nine types of data: three kinds of documents from participants (personal documents, internal official documents, and exter-

Marketing Strategies for Europe 1992

Abstract: In this paper a portfolio model of marketing strategies is presented based on a study of consumer/product relationships in the EC with particular emphasis on reference group influence. First, supporting models and theories from the fields of consumer behavior and marketing are reviewed. Then the model is discussed in relation to applications in the European market. Finally, future perspectives for change in European consumer behavior and product preferences are addressed, along with implications for marketing strategy and further research.

Beyond the Four Ps: A Theoretical Explication and Research Agenda for Social Marketing.

Abstract: Advocates of social marketing in the 1970s rarely went beyond discussion of the marketing 4Ps (product, place, promotion, and price) and their application to case studies. After two decades of research on social marketing, some misunderstanding of the approach persists, and a substantial theoretical base for social marketing has not been developed. In this paper, social marketing is defined as a theoretical metaphor. The theoretical base associated with the marketing discipline is the chief advantage of the social marketing approach. In addition, social marketing is advantageous because it offers an emphasis on research, an interdisciplinary perspective, a communication mix model, a theory of exchange, and a client orientation. The ethical implications of social marketing and other approaches to communication campaigns are discussed in the paper. Research is recommended in the following areas: information processing, emotional response, source credibility and organizational sponsors, campaign evaluatioa, and segmentation and the knowledge gap effect. Contains 105 references. (Author) *********************************************************************** Reproductions supplied by EDRS are the best that can be made from the original document. *********************************************************************** Beyond the Four Ps: A Theoretical Explication And Research Agenda for Social Marketing

Practitioners' Perceptions of Ethical Standards in Marketing

Abstract: Public interest in ethics is becoming increasingly important to marketing practitioners and the marketing profession. Attitudes among practitioners vary about the role of ethnics in marketing today; ethical considerations in marketing practices; and the role of organizational or corporate codes of ethics. This study reports the results of a survey conducted to investigate how marketing practitioners feel about these issues.

Marketing communication in a post apartheid society

Abstract: Marketing communication scholars should document trends and current events related to marketing communication (with the emphasis on advertising) in academic journals in order to stimulate new ideas. Existing viewpoints in popular magazines contribute to the discussion of marketing communication in a postapartheid society, but should be documented for educational purposes as well. It is argued that the emphasis should fall on the young black mass during the 1990s. It is an attempt to stimulate discussion on marketing communication in a post-apartheid society by conducting desk or acting research. It also offers a point of departure in order to document the current trends and possible future trends in marketing communication with regard to a post-apartheid society.