U.S., overseas differences abound; researchers, however, find similarity in some market segments
Article Abstract:
International researchers who cover business-to-business marketing often encounter difficulties related to culture when doing their homework. According to a study by the Council of American Survey Research Organizations, executives from Fortune 2,000 companies consider cultural differences as a major hindrance to conducting research overseas. Because of these cultural intricacies, international researchers find it hard to ensure the consistency of data across regions. Countries also differ in their use of scales, a problem which affects the validity and reliability of research.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
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Charting a media plan using CIMS
Article Abstract:
IntelliQuest's Computer Industry Media Study 3.0 (CIMS) can be effectively used by defining one's target market and focusing on buying power. A well-defined target market is determined based on spending levels and purchased products rather than on titles and functions of prospects. Software programs can show the coverage, composition, rank and CPM of publications. The CIMS' major advantage is its coverage of all buying influencers.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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