Zaltman Metaphor Elicitation Technique by Gerald Zaltman

Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration, Harvard Business School, and a member of Harvard University′s ′Mind, Brain, and Behavior Interfaculty Initiative,′ and is Co-Director of the Mind of the Market Laboratory. His major research interests focus on buyer behavior and on how managers use information in learning about markets. Professor Zaltman is author or co-author of fourteen books and editor or co-editor of twelve other books. He has published widely in such journals as the Journal of Marketing Research, The Journal of Marketing, The Journal of Advertising Research, Knowledge, The American Behavioral Scientist, and Industrial Marketing Management. He is a past President of the Association for Consumer Research. His newest book is How Customers Think: Essential Insights into the Mind of the Market, (2003), the Harvard Business School Press. Professor Zaltman holds three U.S. Patents involving market research tools. He received the American Marketing Association′s Richard D. Irwin Distinguished Marketing Educator Award in 1989, The Association for Consumer Research Distinguished Fellow Award in 1990, and the Knowledge Utilization Society′s Thomas J. Kiresuk Award for Excellence in Scientific Research in 1992 and the JAI Press Distinguished Scholar Award from the Society for Marketing Advances in 2000. Dr. Zaltman has been cited in various surveys of the American Marketing Association as one of the top five scholars in marketing and one whose work is among the most frequently cited in the marketing literature.