Abstract:

What are the real problems of business today ? What ought to be almost the sole preoccupations of management are marketing and innovation. By definition this means getting closer and closer to one's markets, understanding their structure and their needs. I do not see how one can do this without market research. You simply cannot hope to maximise the skills or resources of a company today without good, continuing market research. I will put it more strongly and say that market research is an essential prerequisite of commercial survival in our modem world.