Buyer-seller relationships in market research

Date of publication: August 1, 1968


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.

William Schlackman


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