In 1959 , Prof. Behrens had already drawn attention to the long existing but still not fully recognised difference between field research and economic market research. Since then, this difference has become increasingly an integral part of the theory and practice of market research. While economic market research, as a special branch of empirical economic research, is aimed at economic objectivities (quality, quantity and price of goods), field market research, as a branch of empirical social research, deals with the actions and attitudes of people in relation to i the market as well as their bio-social conditions. The topics of field analysis merely reveal the aims of economic research. The former are the objectives of the latter.