Integration of "industrial" and "consumer" marketing research

Date of publication: June 15, 1965

Author: Henk L. Bos

Abstract:

A small survey consisting of a total of 189 unstructured, personal interviews was carried out over a period of six months (September 1964 - February 1965) with manufacturers of industrial goods (at Board level and market researcher level), consumer researcher agencies, industrial research agencies, advertising agents (consumer and industrial), consumer goods, producers, public services, Government agencies, marketing and sales managers (industrial and consumer goods). The object of this survey was to establish: a) the view consumer researchers and industrial researchers have of each other’s activities; b) whether there is an exchange of techniques between the two camps.

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