Research World (February 2007)

Date of publication: February 1, 2007

Catalogue: Research World 2007

Author: ESOMAR B.V.

Abstract:

Research - more than any other discipline - provides objective insight into the domain-specific dynamics of business, that it reduces uncertainty, helps to solve marketing problems, and makes a contribution to improving effectiveness and performance. Or that it helps to anticipate, or even explore the near future. Greater emphasis is now being given to accountability and demonstrating the real added value of market research. We witness a stronger emphasis on the speed of work and enormous growth in online and other possibilities for collecting real-time passive data. In addition to more ‘do-it-yourself research’, a range of small-scale techniques such as observational research has become much more popular. It can even sometimes appear that these approaches and their ‘visible’ outcomes are better received and more accessible than those of the more abstract classical research tools. Whatever the case may be, every definition of marketing will normally contain the concept of ‘being centred on satisfying needs’. Only by focusing on needs can individual and organisational objectives be achieved. With this as our point of departure, we question the extent to which market research satisfies the needs of marketers. Are they satisfied? What other information sources do they use? What should be different? We make an initial exploration of this subject in this issue of Research World.

ESOMAR B.V.

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