Social research and market research

Date of publication: December 1, 1977

Company: Demoskopea

Author: Carlo Erminero

Abstract:

Market research is social research. If it is not - and every time it is not - social research it is not even "research", in that it cannot claim objectivity nor truth. In the past this has often been forgotten and has led to poor research. We have not realised that the objectivity we claimed for our research was actually objectivity of methods but not of the subject or issue studied.

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