| HBS Case Collection
The steps in the ZMET interview are listed and defined as well as information on using the data.
Zaltman, Gerald. "ZMET Research Process, The." Harvard Business School Background Note 599-056, September 1998.
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| Harvard Business Review
July – August 2008
The Sure Thing That Flopped
G. Zaltman and Lindsay Zaltman
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
Gerald Zaltman and Lindsay Zaltman
Keywords: Advertising Campaigns;
| The Handbook of Marketing Research: Uses, Misuses, and Future Advances
What Do 'Really Good' Managers and 'Really Good' Researchers Want of One Another?
Lindsay H. Zaltman and Gerald Zaltman
Division of Faculty & Research
Harvard Business SchoolSoldiers Field
Boston, MA 02163