Abstract:

Marketing research for me (and most users) includes the systematic analysis of all the relevant market data and most certainly includes company sales information as well as market survey findings. It follows then that the capability is one of thorough-going market analysis as well as survey design. Research to assist corporate and strategic planning must also not be overlooked. The approach I have adopted is essentially an intellectual one, though I have drawn as you would expect on my own experience and notable published contributions. Of necessity my trawl was limited and references are to a few papers which I have found particularly interesting and relevant. I am grateful too to three UK management consultants: Robin Birn, Larry Ovens and Eric Adler. In different ways they helped me check out my ideas and provided me with new perspectives. I am, however, especially indebted to Bill Schlackman for his seminal paper on the interface between market research management and marketing management in user organisations. His checklist of what market research in corporations can do to improve the status of their function in the company has stood the test of time and I commend it to you.