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Publications
  • November 1997
  • Article
  • Journal of Marketing Research (JMR)

Rethinking Market Research: Putting People Back In

By: Gerald Zaltman
  • Format:Print
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Keywords

Markets; Research

Citation

Zaltman, Gerald. "Rethinking Market Research: Putting People Back In." Journal of Marketing Research (JMR) 34, no. 4 (November 1997).
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About The Author

Gerald Zaltman

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More from the Author
  • Open or Closed? Your Mind, Your Decision! By: Gerald Zaltman
  • 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
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