cần thiết bởi các nhà hoạch định chính sách đã tồn tại trong các nguồn có sẵn, và các nhà phân tích và các nhà nghiên cứu có thể tháo vát chồn này kiến thức và loại bỏ nhu cầu cần thêm tốn kém và tốn thời gian nghiên cứu chính. Khi nó có thể thay thế cơ bản với nghiên cứu thứ cấp, thời gian cả hai, nỗ lực, và | The Humanities and Competitive Intelligence 143 cific groups and individuals who view and read the ads. Again a more individualist analysis replaces a collective orientation that is centered around the uniform responses of mass society. Stern s work has introduced key aspects of formal criticism which are largely linked to extensions of existential philosophy into consumer research in a number of highly regarded and well-received articles. As mentioned above the achievements of this research stream are many Stern s success in applying the methods of individualistic humanistic research to marketing however has been so successful that other viable tools of criticism have tended to be overshadowed. One reason that Stern s individualistic agendas has been so well received seems to be the fact that since much marketing thought centers upon understanding and catering to specific circumscribed groups target markets her style of analysis has been immediately recognized as valuable by other scholars. This acknowledged value however should not be allowed to draw attention away from other methods that examine the culture as a collective entity which impacts all or most people in parallel ways. COLLECTIVE HUMANISTIC METHODS IN MARKETING RESEARCH In recent years a new research stream has begun to de-emphasize the distinctiveness of specific groups and concentrate upon the culture as a holistic entity that predictably impacts most members of a culture in parallel ways. In many circumstances researchers are primarily concerned with why people as members of a specific culture or society respond in uniform ways to the influences they face. Even the most casual analysis of human behavior will reveal many significant circumstances where similar responses prevail. Due to these tendencies research agendas that analyze the overarching influence of a culture upon its members are legitimate and have a long and illustrious history. The above observation of course does not deny that many .
