1. PRIMARY ANDSECONDARY DATA We explore the availability and use of data (primary and secondary) in the field of business research.Specifically‚ we examine an international sample of doctoral dissertations since 1998‚ categorizingresearch topics‚ data collection‚ and availability of data. Findings suggest that use of only primarydata pervades the discipline‚ despite strong methodological reasons to augment with secondary data. INTRODUCTION Data can be defined as the quantitative or qualitative
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the top of the global brands with an estimate value of &78 billion. IBM has closely behind with 71$ billion. Despite those two businesses have totally different of business nature‚ these two firms have a significant common characteristic which is the value of their brand is extremely high. However‚ the value of branding isn’t only reveal in those two firms but the entire market has the common factors which are the most successful firm always has a high value of their brand. Branding is one of the
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for its well-known brands and aids in expanding its customer base. For example‚ in the fiscal year 2012‚ Kellogg spent 8% of its net sales on strengthening its brands through advertising and consumer promotions. As a result‚ customer loyalty to Kellogg is extraordinarily high. In addition‚ the core of their business strategy for growth is innovation‚ which helps to retain customers and improve product mix. For instance‚ in 2012‚ the company spent 1.5% of total revenues for research and development activities
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Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image)‚ brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques
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Editor’s Introduction: Brand Management Francesca Dall’Olmo Riley Introduction The study of brands and brand management has historically attracted a great deal of interest among practitioners and academics. Early‚ seminal research on brands includes the studies by Gardner and Levy (1955)‚ Levy (1959)‚ Martineau (1959) and Allison and Uhl (1964). Since then‚ the number of brand related journal articles and of brand management books have increased exponentially‚ particularly in the last 20
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to target a market and to learn everything possible about target market members. This part of branding strategy requires knowing demographic characteristics of target market members. Demographic characteristics can usually be determined through research‚ including brain-storming and researching literature on the Internet and at libraries. 2. the name of the business‚ Business Name The major problem that SME owners make in naming their businesses is naming them after themselves instead of selecting
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Brand origin - How does it impact brand awareness and brand image Writers Julia Baeza Caroline Ånmo Supervisor Veronika Tarnovskaya Examiner Timurs Umans Julia Baeza Caroline Ånmo Abstract international and global. When a brand is in an international market it creates an opportunity for perceived brand origin to influence the consumers. Brand origin
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7-8 c. Secondary data analysis ……………………………………………………………………...p.8 d. Qualitative research that was conducted……………………………………………………...p.8 e. Statement of the management-decision problem and marketing research problem………….p.8 Approach to the problem Description of the theoretical foundation……………………………………………………pp.8-9 Research Questions and Hypotheses ……………………………………………………....pp.9-12 Research design a. Type of research design…………………………………………………………….…..pp.12-13 b. Information needs…………………………………………………………………………
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ShortStory_Can of Corn_ShortStory 1 Ed Boyd and Barry Edwards were inseparable‚ and had been since they were nine. Years ago‚ I‚ Myron Smyth made a futile attempt to teach Barry to stand on his own. The lessons never took. So‚ I wasn?t surprised when Ed‚ quietly nursing a beer after consuming four eggs from the pickle jar‚ silently broke wind and Barry immediately covered for him. Did Barry stop with an ?oops’? No. He jumped in‚ his ruddy face turning scarlet; nostrils flared‚ his eyes beginning
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King Corn The industrialization of corn and other crops has caused more harm than good. A lot of this has been pushed along by government programs and food companies looking to make a quicker profit‚ at the cost of the health of their customers. Corn is no longer corn. Covered in chemicals‚ inedible until processed‚ the production of high fructose corn syrup‚ the loss of small family farms‚ it’s damage to the environment‚ and its use as cattle feed are a few of the reasons this new era of corn needs
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