Abstract:

There is no doubt that the main information required for the management of a retail business is fast and accurate internal statistics on sales, costs and profits. I have tried to demonstrate why this should be supplemented by information which can only be obtained from market research, basically: Who buys what? From whom? and why? And why not?. I have mentioned various resistances to retailer research. Market research is diagnostic and can help retailers to go a stage further towards understanding customers' needs and satisfying them at a profit.