Abstract:

The function of a marketing research department is essentially: a tool for management. This means that such a department must assist the management in obtaining facts and insights necessary for ah efficient and long-range operation of the business. The character of the marketing research department is therefore that of a service and advisory department. On the basis of the foregoing, every policy concerning marketing research can be looked at from two angles: a) the management policy towards the use of research; b) the policy of the research department towards the use of the instruments for research. The management policy towards research and the working methods used will define what programme for marketing research will be followed. Only on the basis of this programme will it be possible for the marketing research department to define its policy towards the use of research instruments.