Resource Library Calendar Career Management Community
About The AMA Search
Login

Resource Library

Email Print page

Marketing Research 

Back to the Drawing Board 

Rated:

by 0 Members

Published 9/1/2008 

Author: Youngchan Kim, Yongseob Kim, Hangseob Lim, Naresh K. Malhorta 

Summary

Established marketing research methods have numerous limits for application to product design research. Therefore, integrating research methods such as creative consumer focus group interviews, in-depth interviews, and emphatic design are receiving more attention.

Please register or login to view this article


Member Comments (0):


To rate or comment on articles, you must be a logged in AMA member. Click here to join

AMA IconPowered by the American Marketing Association | Copyright © 2009 MarketingPower, Inc. The site content may not be copied, reproduced, or redistributed without prior written permission from the American Marketing Association or its affiliates.