Abstract:
This paper shows the development and the volume of market research in a "biogram". This type of graph is commonly used in evolutionary theory and visualises how long it took a species or a profession, for that matter to reach the present state of development. It also provokes thoughts about the selection mechanism that has determined the course of evolution up to date. A comparison between the numerical importance of market research and its apparent importance in society reveals a great discrepancy. The number of market researchers or the turnover made in research is very much smaller than its image suggests. Under these circumstances it is extremely difficult to predict the profession a certain future. Instead of one prediction this paper outlines four different perspectives. While the paper itself intends to demonstrate some of the mechanisms behind the evolution of market research, the talk given at the Congress will concentrate on the different perspectives and try to determine their probability.
This could also be of interest:
Research Papers
The evolution of the market researcher (German)
Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Werner Wyss
Company: SCOPE Qualitative Research AG
August 1, 1975
Research Papers
The identity crisis of the market researcher
Catalogue: ESOMAR/WAPOR Conference 1965
Author: Kenn Rogers
 
June 15, 1965
Research Papers
The ethical dilemmas of the market researcher
Catalogue: ESOMAR Congress 1988
Authors: Mary Bartram, Peter Bartram
 
September 1, 1988
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)