Abstract:

There are primarily four fields in which, in the stage of information collection, points of attack by consumerism are to be found: 1. Different models of consumer behaviour; 2. Neglected feedback of ex-post information; 3. Short-sighted strategy of marketing research, and; 4. too much sales data and their overemphasis. The author shall try to analyse those four fields, which in his opinion are weak points in marketing-research. Then he shall also try to show some possibilities for improvement.