Discussant of mr. Collins' paper

Date of publication: February 1, 1970


I am in the happy position, as discussant, of disagreeing with everything that the speaker has said. My own view of market research, science and most activities is that they contain "ideas" and "observations". "Techniques" are a bridge between the two. Sometimes one starts from ideas and crosses the bridge to decide what data to collect and what it means. Sometimes one starts from data and uses techniques to generate ideas.

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