Abstract:
In this paper it is argued that there is a growing gap between what market research offers and what decision takers require of market research. It is argued that this gap could be reduced if market researchers communicated more effectively how market research works. In the paper five ways of reducing the gap between the worlds of market research and decision making are proposed. These are: more professional public relations; closer links with schools and colleges; a fresh look at the industryâs publications; a more conceptual approach to market research training; and the development of easy to follow, analytical frameworks that will help decision takers better understand the way market research evidence should be interpreted, prior to decision making.
Research Papers
Quality in market research
Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future
Authors: Andy Dexter, David Smith
Company: DVL Smith Ltd
September 1, 1993
Research Papers
Improving market researcher's contribution to business decision making
Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics
Author: David Smith
Company: DVL Smith Ltd
April 1, 2001
Research Papers
Market research? Come on, this is serious!
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Omar Mahmoud
 
September 19, 2004
