Abstract:

There is a tendency among market-researchers and market-research agencies, to standardise and to keep to current methods and techniques which have been found suitable in practice, with the result that a full adaptation to the problems posed does not always take place. Currently, this problem especially manifests itself in the retail trade. The retailers, confronted with great changes - partly initiated by themselves in the orientation and buying behaviour of consumers, have taken a great interest in the marketing concept as used in industry. There is also a growing tendency towards adopting such research methods and techniques as are currently used in industry, with minor modifications. This applies especially to the type of "Image Study", which is used very frequently by chain-store concerns and department-stores. The problem arises, however, that the results of this type of study can often be used to a limited extent only, in the decision making of a retailer. This is because the research-plan has been formulated too much along the lines of the manufacturer's principles and the very specific decision-making procedure of a retailer has insufficiently been taken into account.