Abstract:

The paper points out some reasons for the contrasts between agricultural and commercial market research. Because of the relatively small size of agricultural firms these are in general not in a position to carry out market research of their own. With few exceptions this is true also with respect to trading and processing firms in the agricultural sector. On the other hand there is a need for market research not only in the interest of producers but also for purposes of economic policy and consumer information. Agricultural market research, therefore, predominantly is financed by public expenditures. Given this situation agricultural market research shows some unique features with respect to research objectives and impact of research findings. It is recommended to distinguish direct and indirect effects of the research work.