Qualitative Research in Intelligence and Marketing: The New Strategic Convergence phần 4 pptx

... 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...

Ngày tải lên: 09/08/2014, 19:22

... 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...

Ngày tải lên: 09/08/2014, 19:22

... 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...

Ngày tải lên: 09/08/2014, 19:22

... skilled at justifying their methods and in asserting that they, not their clients, should determine the most appropriate ways of analyzing and attacking a problem. Justifying qualitative methods ... 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. SUGG...

Ngày tải lên: 09/08/2014, 19:22

... National Information Standards Organization (Z39 .48 –19 84) . 109876 543 21 4 Qualitative Research in Intelligence and Marketing Competitive intelligence professionals often must justify their methods ... Competitive Intelligence as Qualitative Alternative 9 3. Marketing Research: Merging with Another Qualitative Tradition 27 II. Competitive Intelligence and Cross-Di...

Ngày tải lên: 09/08/2014, 19:22

... 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, ... opinions of those involved in an exchange. Because Alderson was willing to investigate the subjective inner workings of the human mind, his model reflected the individual o...

Ngày tải lên: 09/08/2014, 19:22

... 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...

Ngày tải lên: 09/08/2014, 19:22

... 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 ... accompanied the industrial revolution demanded a rethinking of the way in which people related to society and to each other. The humanities played a major role in the...

Ngày tải lên: 09/08/2014, 19:22

... 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...

Ngày tải lên: 09/08/2014, 19:22

... are willing to invest in analysts in ways that allow them to gain the expertise they need to most effectively do their job. Because com- petitive intelligence involves applying intuitive and subjective ... disciplines, 35 linkages with competitive intelligence, 34 43 principles of, 198 qualitative nature of, 44 and social contexts, 37 view behavior ‘ in situ,’’ 35 Society...

Ngày tải lên: 09/08/2014, 19:22