Qualitative Research in Intelligence and Marketing: The New Strategic Convergence phần 5 pps

... 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

... Data Walle, Alf H. Qualitative research in intelligence and marketing : the new strategic convergence / Alf H. Walle III. p. cm. Includes bibliographical references and index. ISBN 1 56 720–366–3 (alk. ... dedicated to expanding marketing research in more eclectic ways and in a manner that acknowledges the value and legitimacy of qualitative research tradit...

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

... 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

... 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

... 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...

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 ... Humanities and Competitive Intelligence 155 uments that they produce and consume. Competitive intelligence professionals can embrace these techniques and link them to t...

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

... 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 ... championed, 57 as strategic tool, 32–33 Hume, David, 51 52 Humorous communication, 193, 198 Hunt, Shelby, 49 51 , 53 Hypothetical thinking, 76, 89 scientific leanings of,...

Ngày tải lên: 09/08/2014, 19:22