Can market research make a contribution to international problems?

Date of publication: August 1, 1975

Abstract:

This paper is concerned with the Market Research Industry's contribution in this field. It is our contention that not enough market research is carried out in the vital area of overseas aid and that it is up to the industry to draw the attention of international aid organisations, at the highest inter-governmental level, to the services that we can offer. We think that market research techniques and methods are particularly suited to shedding light on the basic problem areas in this field. Moreover, we are all concerned with the consumer, whether at the centre of a market research survey or at the base of the pyramid of overseas aid.

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