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  • September 1998
  • Background Note
  • HBS Case Collection

ZMET Research Process, The

By: Gerald Zaltman
  • Format:Print
  • | Pages:4
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Abstract

The steps in the ZMET interview are listed and defined as well as information on using the data.

Keywords

Research

Citation

Zaltman, Gerald. "ZMET Research Process, The." Harvard Business School Background Note 599-056, September 1998.
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About The Author

Gerald Zaltman

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    • June 2020
    • Faculty Research

    Understanding the Brand Equity of Nestlé Crunch Bar

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    By: G. Zaltman, Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli and Wolfgang Ulaga
    • January 2019
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    Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

    By: Jill Avery and Gerald Zaltman
More from the Author
  • Understanding the Brand Equity of Nestlé Crunch Bar By: Jill Avery and Gerald Zaltman
  • A Theories-in-Use Approach to Building Marketing Theory By: G. Zaltman, Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli and Wolfgang Ulaga
  • Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis By: Jill Avery and Gerald Zaltman
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