Social studies are a recent development in Spain and Market Research even m«re so. It is not within our scope to give the reasons for Spainss lagging behind' the other western countries in this field. Market research really has no history. Up to just a few years ago, nothing had been done in this field apart from sales statistics or more or less theoretical surveys carried out by personnel of private concerns. The present position of research in Spain is favourable to accelerated development in both the social and the market fields, A real need in the new Spanish social set-up and a keen desire to keep with universal trends combine to make the practice of these studies increasingly urgent.