The following paper draws some methodological conclusions from four years of experience as a professor of the French market researchers. The author gives the reasons for a radical reassessment of the methods so far practised, and puts forward a pedagogy based on the analysis of practical cases in market research, in the general perspective of the marketing strategy.
Catalogue: ESOMAR/WAPOR Congress 1967
Author: Guy Serraf
August 1, 1967
- This could also be of interest