Robert W. Frye’s distinguished career has spanned over thirty years of experience in business ethics, international business protocol, and marketing strategy. In 1998, he served as Senior Vice President and Chief of Protocol for PROTOCOL International, Inc. He was also the former Chief of Protocol for AT&T and Lucent Technologies. He currently conducts International Protocol and Cross Cultural workshops for Saint Joseph’s University Executive MBA program.
Chapter 9 of Life Style and Psychographics
The chapter provides a brief report with supportive evidence from a controlled experiment that psychographic research works. The study attempts to prove that a set of psychographic factors can communicate meaningful information to the industrial designer prior to beginning his efforts. This suggests the superiority of the question-answer marketing research approach versus designer’s question-asking approach.