Title: Qualitative Research and the Process of Constructing Qualitative Data
Abstract: Traditionally, marketers have used the marketing information system (MkIS) and its components to inform the decision-making process. Central to the process was the use of marketing research. Today with the development of customer databases, the marketer has a significant additional weapon in his or her armoury. We have more information than ever before. And yet companies are still making poor decisions, and still fail to meet their customers’ needs and wants effectively and efficiently.
Publication Year: 2012
Publication Date: 2012-01-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 2
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