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Some consideration in the application of market research (French)

Date of publication: June 15, 1959

Catalogue: ESOMAR/WAPOR Congress 1959

Author: David Godwin

Abstract:

It is usual in reviewing the applications of market research, to itemise each particular field of operation, to discuss the techniques employed under each heading, and to refer to possible developments. In this paper, I propose on the one hand to outline some of the broader concepts of application, and, on the other, to touch on a few of the problems which are created by the need to produce a coherent research programme on the terms required by practical business-decision.

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