Abstract:

What is it that tends to make the professional education of the market researcher a problem? Well, there is no other difficulty than what quite normally is to be expected when a new intellectual profession is coming into existence. Suppose a method of professional training for physicians, lawyers, or architects would have to be newly developed now: - the situation would be in no way different. The existence, at the same time, of charlatans and pioneers is just as normal a part of this phase as the uncertainty as to how professional knowledge, requiring both theory and empiricism, and forming a complicated combination of knowledge and experience, shall be imparted to the future market researcher.