Abstract:

The lack of entrepreneurial thinking and behaviour on the part of both suppliers and buyers is identified in various quarters as the central cause of the gap between client needs and the service provided in the research market. In order to bridge this gap, a holistic procedure is needed which will necessitate three broad areas of change from institutional and corporate researchers and, in doing so, form the basis of "relationship research": firstly, a change in their attitude towards their own role in marketing processes; secondly, the modernization of the different types of organization to make them more flexible and adaptable and, thirdly, the changes in user behaviour must be taken into account when empirical research is carried out.