Abstract:

The successful practice of marketing research depends on two factors: 1) the confidence placed in it by the business community; 2) the co-operation of members of the public, usually in their capacity as private individuals, but in the case of specialised forms of research, as the proprietors of shops, and as representatives of their employers. Both factors are equally important. The purpose of this paper is therefore to examine the second of the two factors noted above, namely the willingness of the public to co-operate with researchers, and to ask what is the public image of research.