QUALITATIVE MARKETING RESEARCH REGARDING THE MULTICHANNEL DISTRIBUTION
Market research can be defined as an “active form through which, by means of different concepts, methods and techniques of scientific investigation, is carried out, systematically, the specification, the measurement, the collection, the analysis and the objective interpretation of marketing informat...
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| Format: | Article |
| Language: | English |
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University of Petrosani
2011-01-01
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| Series: | Annals of the University of Petrosani: Economics |
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| Online Access: | http://www.upet.ro/annals/economics/pdf/2011/part3/Bulgarea-2.pdf |
| Summary: | Market research can be defined as an “active form through which, by means of different concepts, methods and techniques of scientific investigation, is carried out, systematically, the specification, the measurement, the collection, the analysis and the objective interpretation of marketing information for the management of the economic unit, in order to know better the company’s environment, to identify the opportunities, to evaluate the alternatives of marketing actions and their effects. The qualitative research seeks answers to questions like: “why?” and “how?”, in order to find the root causes of consumers' attitudes, motives, behaviours, preferences and opinions and also the subjective, emotional or unconscious elements behind them. |
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| ISSN: | 1582-5949 2247-8620 |