Mining the international consumer
Article Abstract:
The demand for qualitative research has grown with the globalization of products and brands. Its values to international business include the identification of brand equity, gaining an insight into the cultural and social context of various markets and understanding consumers' current and future needs. Its practical applications are most important in four issues, namely, social change, the role that cultural values play on branding, global campaigns vs global concepts and extensions and brandings.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1999
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Assessing the effects of an advance letter for a personal interview survey
Article Abstract:
Research was conducted to examine the effects of mailing advance letter before conducting any in-home interview surveys. The practice of mailing advance letters has become a standard practice among market researchers. An analysis of a split-run experiment involving three alternative versions of advance letter reveals that an advance letter makes it easier for researchers to contact samples and to gain their cooperation.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1998
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