Abstract:

In this paper the authors argue that it is inevitable that initiatives such as BS5750 will continue to pick off the more concrete, tangible aspects of the market research process that most readily lend themselves to the specification of required standards - but at the same time, by their nature, these initiatives will fail to address the softer, more complex determinants of quality. This being case, the authors argue that we must start developing frameworks that will help market researchers enhance the quality of what they are providing at critical points within the market research process.