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Keywords: Qualitative techniques
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Journal Articles
Qualitative Methods for Developing Advertising That Makes Consumers Feel, “Hey, That’s Right For Me”
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1990) 7 (1): 15–21.
Published: 01 January 1990
..., and Interpreting Consumer Storytelling," Journal of Consumer Marketing, Fall 1988, pp. 47-51. 3. Kepner, C., and B. Tregoe, The Rational Manager. Princeton, NJ: Kepner-Tregoe, Inc., 1965. 21 Advertising Brand image Consumer attitudes Qualitative techniques © MCB UP Limited 1990 ...
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1989) 6 (2): 25–32.
Published: 01 February 1989
.... Concludes that in the light of the increasingly rapid changes in customer lifestyles markets, and competition, a unidimensional research approach can only be detrimental. © MCB UP Limited 1989 Market research Qualitative techniques Quantitative techniques COMMENTARY SOFT DATA HARD DATA...
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1989) 6 (1): 5–12.
Published: 01 January 1989
... knowledge of the whys of consumer behaviour,or share of heart, when such knowledge is essential to marketing managers. © MCB UP Limited 1989 Brand loyalty Consumer behaviour Intangibility Marketing Qualitative techniques Subjectivity SHARE OF HEART: WHAT IS IT AND HOW CAN IT BE MEASURED...
