Small Group Theory And Marketing Research
Small Group Theory And Marketing Research
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In our eReader you can find the full English version of the book. Read Small Group Theory And Marketing Research Online - link to read the book on full screen. Our eReader also allows you to upload and read Pdf, Txt, ePub and fb2 books. In the Mini eReder on the page below you can quickly view all pages of the book - Read Book Small Group Theory And Marketing Research
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Viewing the family as a small group, we saw how 66 concepts borrowed from sociological research have been used to analyze and investigate the relative influence of husband and wife in purchase decisions. The available research indicates that the answer to this seemingly straightforward question is quite complex: it depends on several factors — the product, the particular stage in the decision process, and certain characteristics of husbands and wives. The immed- iate implication seems to be tha...t of discouraging marketing strategies based upon gross generalizations about which spouse decides. Develop- ing more positive recommendations, such as some type of segmentation strategies based upon family influence types, will require much additional work in the areas of modeling, data collection, and analysis in order to evaluate the practical feasibility of different approaches.
The discussion of personal selling indicated the possibility of bringing knowledge about small group processes more directly to bear on specific operating problems in marketing.
What to read after Small Group Theory And Marketing Research?
You can find similar books in the "Read Also" column, or choose other free books by Harry L Davis to read onlineMoreLess
To quickly assess the difficulty of the text, read a short excerpt:
Viewing the family as a small group, we saw how 66 concepts borrowed from sociological research have been used to analyze and investigate the relative influence of husband and wife in purchase decisions. The available research indicates that the answer to this seemingly straightforward question is quite complex: it depends on several factors — the product, the particular stage in the decision process, and certain characteristics of husbands and wives. The immed- iate implication seems to be tha...t of discouraging marketing strategies based upon gross generalizations about which spouse decides. Develop- ing more positive recommendations, such as some type of segmentation strategies based upon family influence types, will require much additional work in the areas of modeling, data collection, and analysis in order to evaluate the practical feasibility of different approaches.
The discussion of personal selling indicated the possibility of bringing knowledge about small group processes more directly to bear on specific operating problems in marketing.
What to read after Small Group Theory And Marketing Research?
You can find similar books in the "Read Also" column, or choose other free books by Harry L Davis to read onlineMoreLess
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