Abstract:

As an integral part of Marketing Management, Marketing Research must certainly service the needs of the user, once these have been clearly defined. It would, in my view, be quite wrong, however, to let Market Research play a passive role in the analytical process on what additional information Marketing Management needs in order to be able to take well founded decisions. Marketing Research must also share in deciding what Management, the user, ought to need and in deciding what policies to follow on the basis of the available information.