These Caterpillars Foreshadow Great Butterflies

8 Pages Posted: 21 Sep 2017

See all articles by Luc Wathieu

Luc Wathieu

Georgetown University McDonough School of Business

Gerald Zaltman

Harvard Business School

Date Written: December 10, 2002

Abstract

This booklet contains fifty-six questions in nine categories that marketing managers can use to critically review their market research projects, research instruments, and brand management initiatives.

Keywords: market research; checklist

JEL Classification: M31

Suggested Citation

Wathieu, Luc and Zaltman, Gerald, These Caterpillars Foreshadow Great Butterflies (December 10, 2002). Available at SSRN: https://ssrn.com/abstract=3039866

Luc Wathieu (Contact Author)

Georgetown University McDonough School of Business ( email )

3700 O Street, NW
Washington, DC 20057
United States

Gerald Zaltman

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States
617-495-6352 (Phone)

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