Abstract:
The management of an undertaking conducted on marketing lines must at all times be in a position to survey the whole multiplicity and complexity of the events occurring in the market. It is the task of market research to obtain information on the market for the formulation of marketing policy. Market research produces the basic material for marketing, points out the strengths and weaknesses of the undertaking, indicates gaps in the market, defines market segments and so forth. Marketing policy has to proceed on the basis of this knowledge and to guide the aptitudes of the undertaking on the lines of what is taking place in the market. Market research and marketing bear the same relation to each other as does diagnosis to therapy. Market research would be pointless if it did not find its logical continuation in marketing operations. On the other hand marketing without previous market research is nothing more than trading by intuition.
This could also be of interest:
Research Papers
Marketing research policy and programme
Catalogue: ESOMAR Congress 1958
Author: Jan van Rees
 
June 15, 1958
Research Papers
Research policy and policy research
Catalogue: Seminar 1978: Social Research in the Public Sector
Author: Leo Welters
 
December 1, 1978
Research Papers
Experience in consumer goods
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Natalija Cherkasova
 
June 15, 1991
