Our aim is to impart a thorough knowledge of market and opinion research, together with the conviction that the methods learnt are not always applicable under all conditions. The trainees are admonished not to employ the methods indiscriminately. They learn to appraise each situation individually, and to select the suitable method. In attaining this objective, it is necessary that theoretical and practical training is combined. It is therefore particularly expedient to train people at the market research institutes. For university graduates practical experience in an institute is strongly recommended.