Interviewer education and "make or buy" decisions in chemical market research

Abstract:

This paper discusses the question of educational background for interviewers in agencies and companies in the field of chemical market research. The subject chosen allows a broad coverage of the problems based on international experience. The main conclusion is that technical education is often overestimated, whereas sound product and market knowledge and - in the case of private companies - inside information from being in the market place is far more important.

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