Search by...
- Keyword
- Title
- Author
- Subject
- Publisher
Results should have...
- All of these words
- Any of these words
- This exact phrase
- None of these words
Keyword searches may also use the operators
AND, OR, NOT, “ ”, ( )
AND, OR, NOT, “ ”, ( )
Human Dimension in Marketing Research: A Sense-Making Approach
Beginning of article
ABSTRACT
Marketing research is an important element of the marketing process. Typical models of research explain research as an objective process. However, like any other process, marketing research has human elements. Hence, there are subjective elements that are inherent to the research process. We employ the sense making approach to delineate these subjective processes. Sense-making perspective as applied to the marketing research process is discussed.
Key Words: Marketing research, sense-making
INTRODUCTION
Marketing Research is an important element of the marketing process. Conventional marketing research models have not paid adequate attention to the …
