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ERIC Number: ED367233
Record Type: Non-Journal
Publication Date: 1993-Apr
Pages: 11
Abstractor: N/A
Cooperative Market Research Project.
Carels, Peter; McCullough, Lynette
A pilot project was developed in which the Advertising and Market Research Center of the Vienna School of Economics and Business in Austria and the German Department as well as the Marketing Department of Miami University in Ohio are working together to collect market research data and formulate a market entry strategy for Roemerquelle, an Austrian mineral water product targeted for export to the American market. The project's four phases included: (1) the Roemerquelle managers explained their export strategies to Austrian faculty and students in an upper level market research class, and Austrian students developed data collection instruments for implementation in the United States; (2) American students critiqued the questionnaires, negotiated changes with the Austrian students, began to collect data, and translated open-ended responses into German; (3) Austrian students analyzed the questionnaires and published a report of findings; and (4) American and Austrian students will work together on competing intercultural teams to provide recommendations to the host company. (JDD)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Austria