PT  - JOURNAL ARTICLE
AU  - Gerald Zaltman
TI  - Are You Mistaking Facts for Insights?
AID  - 10.2501/JAR-54-4-373-376
DP  - 2014 Dec 01
TA  - Journal of Advertising Research
PG  - 373--376
VI  - 54
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/54/4/373.short
4100  - http://www.journalofadvertisingresearch.com/content/54/4/373.full
SO  - J Advert Res2014 Dec 01; 54