Abstract:

It may be useful to open this article by asking what is the present-day state of the Art; where does marketing research stand today. Certainly, it is no longer in its infancy, and if the postwar period was one of somewhat troubled adolescence, the whole field shows unmistakable signs of growth. Marketing research today stands on the threshold of its most productive years . In the post-war period , marketing research stressed techniques; with the emergence of an integrated approach, the focus has shifted to being more problem orientated and more scientific. There is, however, some controversy as to whether marketing research is , in fact, 'scientific'.