Abstract:

The systematic use of opinion and market research is relatively new in France. In summing up the most important development to be seen is the ever increasing variety of the objectives of opinion and market research. The reason for this lies generally speaking in the recognition of the necessity of studying the great collective problems which are posed by the demographic and economic development of the country. On the level of individual companies which are part of this expansion interest in the economic and marketing problems is increasing and in the minds of management they are becoming as important as the purely technical and financial problems. With regard to methods the continuous purification of the tools of market research bears witness to the scientific techniques employed.