For many market researchers the relationship between top management and market research is a continuous traumatic experience. In the close on 1 5 years during which - at various levels and in various fields of top management - I have been concerned with market research, I have noticed again and again the feelings of dissatisfaction and frustration of market researchers caused by their being placed under the marketing manager.
For many market researchers the relationship between top management and market research is a continuous traumatic experience. In the close on 1 5 years during which - at various levels and in various fields of top management - I have been concerned with market research, I have noticed again and again the feelings of dissatisfaction and frustration of market researchers caused by their being placed under the marketing manager.