๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Content analysis: A powerful technique for international marketing research

โœ Scribed by Wheeler, David R.

Book ID
112221377
Publisher
Wiley (John Wiley & Sons)
Year
1989
Weight
131 KB
Volume
31
Category
Article
ISSN
0020-6652

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This article examines an innovative international marketing tool for understanding multicountry consumer decision making. Two personal interview studies of consumers, one from the United States and the other from Germany, are subjected to a content analysis and statistical routines to examine need r