The opening discussion attempted to identify specific factors which can discriminate between success and failure of new products in the market place. Rather than spend time trying to find suitable definitions of the terms, success and failure, it was agreed that establishing the factors affecting success and failure was likely to be a more profitable method of debate. A total of 30 - 40 factors emerged from our discussions . Having listed the factors, the next logical step was to attempt a cluster analysis including all factors. As in multi-variate analysis, where one item qualified for more than one cluster, a subjective factor loading or weighting was used to determine which cluster was more appropriate for that factor.
This paper sets out to examine the special problems of man management in a market research agency. As a facet of this investigation the body of available management theory is assessed and related to the practicalities of managing a research agency. Specialist Research Group, a relatively new agency, some five years old, serves as a case history to illustrate some of the problems of employee, and especially executive, motivation in a market research agency. It is to be hoped that both large and small agencies will be able to relate to the people problems described in this particular case history.