Analyzing the internal company environment in commercial strategy and image strategy studies

Date of publication: June 15, 1986

Author: Jerome Hervio


For their external, customer-targeted research, industrial market researchers have access to a varied range of quantitative and qualitative methods adapted to the particular characteristics of the environment under study. Polling is an accurate means of measuring ownership of appliances or equipment; the semi-directive interview can record motivations and perceptions; while the monograph allows us to understand the decision-making process as a multi-actor system

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