Abstract:

Insight into our behaviour and motivation both as "sellers" and "buyers" can help us produce more effective market research. It is important in doing market research that a high level of rational behaviour be maintained - and that the goals are clearly stated in manifest terms untainted by the more subversive motivations which can undermine research undertakings. Effective - rational communication between the users of research and the suppliers of research is vital if constructive "usable" information is to be produced.