Strategy and tactics


We have tried to indicate how market research at various levels can be used to help the company in its decision-making process. We have recognised that at some levels the decisions will be strategic ones and at others tactical. We have also endeavoured to point out by using examples how each level of market research can stand by itself as a useful and productive management tool. It is necessary perhaps to add that we appreciate that there is another qualitatively different level of research to which no reference has been made, which would in many cases extend and amplify conclusions which we have drawn. This is the broad range of questionnaire and motivational techniques which aim to examine the reactions and opinions of individual doctors.

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