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Research papers

Assessing marketing opportunities- The benefits of integrating the qualitative and the quantitative

The paper demonstrates, according to a step by step procedure, how research relative to a car launch was thought of, in terms of strategic objectives first, then how an approach integrating the qualitative and the quantitative was selected second, as...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Authors: Vic C. Lemmens, Joseph Khoury
June 15, 1992
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Citation

Lemmens and Khoury (1992a, June 15). Assessing marketing opportunities- The benefits of integrating the qualitative and the quantitative. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/assessing-marketing-opportunities--the-benefits-of-integrating-the-qualitative-and-the-quantitative