New tools for marketing research: the action grid
Blake, B.F. | Schrader, L.F. | James, W.L.
Extract: We now present the Action Grid, a tool to assist the marketing manager to select specific strategies for improving company or product position in the eyes of buyers.the Action Grid is the end product of a dual analysis; it identifies the relative importance of factors influencing buyer preferences and also indicates the degree a particular company or product possesses these factors. that is, the procedure tells us how important a factor is to the buying decision and where our company is perceived to stand relative to others on those factors.
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