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Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations:
The authors investigate the role of trust between knowledge users and knowledge providers. The kind of knowledge of special concern is formal market research. Users include marketing and nonmarketi...
Factors affecting trust in market research relationships.
Building on previous work suggesting that trust is critical in facilitating exchange relationships, the authors describe a comprehensive theory of trust in market research relationships. This theor...
Social marketing: an approach to planned social change.
Can marketing concepts and techniques be effectively applied to the promotion of social objectives such as brotherhood, safe driving, and family planning? The applicability of marketing concepts to...
Rethinking Market Research: Putting People Back In
- G. Zaltman
- 1 November 1997
Research methods are generally improved through new understandings of scientific procedure, validity, and reliability. Variations in these understandings—among knowledge communities as diverse as…
Seeing the Voice of the Customer: Metaphor-based Advertising Research
Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations
The authors investigate the role of trust between knowledge users and knowledge providers. The kind of knowledge of special concern is formal market research. Users include marketing and nonmarketing…
Social Marketing: An Approach to Planned Social Change
A marketing planning approach is not a guarantee for the achievement of social objectives; yet, it represents a bridging mechanism linking the knowledge of the behavioral scientist with the socially useful implementation of that knowledge.
Factors Affecting the Use of Market Research Information: A Path Analysis
The authors evaluate several factors affecting the attention given to or “use” of specific market research information by marketing managers. They apply path analysis to test a model of research use…
How Customers Think: Essential Insights into the Mind of the Market
- G. Zaltman
- 1 February 2003
How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily…