Qualitative Research in Intelligence and Marketing: The New Strategic Convergence phần 2 pptx

... in marketing research and in competitive intelligence. As we have seen, although competitive intelligence and marketing research have diverged in many ways in the last 30 years, both fields are increasingly ... Advantage: Creating and Sustaining Superior Per- formance. New York: Free Press. Tyson, W. K. (1990). Competitive Intelligence Manual and Guide: Analyzing...

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... using weak, compromised, and/ or incomplete data in order to infer useful information. The process of drawing inferences from diverse scraps of information and weaving them into a recognizable and ... members of the intelligence community are increasingly re-embracing the use of judgment, intuition, and subjective insight when drawing valuable 88 Competitive Intelligence a...

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... surrounding them, unfortunately, practitioners risk losing im- portant options since it becomes necessary for the researchers to embrace one method and, in the process, abandon the other. The intelligence ... general information. By carefully scanning the kinds of topics that are seriously discussed, the analyst can “get into the mind” of the communicator. By combining t...

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... the skill and insight needed to combine them into a multifaceted The Qualitative Audit 20 7 research technique includes the “opportunity cost” of abandoning other, unem- ployed options. There are ... ways. In addition, since qualitative methods are on the cusp of innovation within business research, a qualitative orientation is well within the mainstream of business....

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... 181 12. The Qualitative Audit 199 Epilogue: The 10 Percent Edge 22 5 Appendix 1: The Use and Abuse of Warfare and Sports Analogies 22 7 Appendix 2: The ‘‘Care and Feeding’’ of Humanists 23 1 Index 24 1 x ... 49 5. The Qualitative Espionage Model 73 6. Competitive Intelligence, the Planning Process, and Marketing 91 7. The Process of Intelligence 101 8. The...

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... between themselves and other qualitative methods in busi- ness. In today’s world, many qualitative methods exist and many of them have become institutionalized within the business world. Initially, ... for 52 Competitive Intelligence and Cross-Disciplinary Tools . . . [If not] Commit it then to the flames: for it can contain nothing but sophistry and illusion. (Quoted...

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... an interest in market intelligence. Thus, McGonagle and Vella continue by observing that The primary (and often the only) customer of market intelligence is the marketing department and the sales ... book, insisting that marketing is the premier strategic discipline, believes that although some marketing intelligence may be tactical, marketing and intelligence rela...

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... actually join into the behavior being investigated and become an active participant. The rationale for doing so is that, in the process of interaction, the researcher gains an intuitive understanding ... being bought. By alerting the sales staff of this structuring of power and decision making within the organi- The Qualitative Social Sciences and Competitive Intellig...

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... research centered upon the individual or the distinctiveness of the circumscribed group. 1 There exist many situations both in marketing research and in competitive intelligence where examining ... doing so, the researcher can gain a better un- derstanding of the culture and the social milieu in which decisions and responses take place. Doing so closely parallels...

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... continues to dominate them in inappropriate and counterproductive ways. 24 6 Index juxtaposed with marketing, 23 0 measure of success, 22 9–30 nature of strategy, 22 8 oppositeof marketingconcept ,22 5 ,23 0 tactics ... marketingconcept ,22 5 ,23 0 tactics used in, 22 9 as zero-sum game, 22 7 Stars, 116 Stern, Barbara, 1 42 43, 169 individualistic strategy of, 1 42 43, 169 Strateg...

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