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


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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