Abstract:

I shall not attempt to forecast the future of market research in the seventies, but I just want to bring up two particularly important aspects that both theoretical and practical research ought to tackle and get into perspective, if not solve completely, within the next ten years or so. I must state clearly that my viewpoint, while not diverging from that of research and surveys, is and means to remain that of an industrialist who always keeps the practical application in mind. As we all know, this invariably involves individuals, the decision-makers; this fact must not be overlooked, for its implications are often important.