The identity crisis of the market researcher

Date of publication: June 15, 1965

Author: Kenn Rogers

Abstract:

The growth of marketing has also furthered the growth of two series of roles, one that of the Marketing Manager and another that of the Marketing Researcher. It is the purpose of this paper to examine the role of the researcher and its relationships with the marketer and with others, both within the same and in separate organisational structures. Many of the concepts used in this examination are socio-psychological, some are psycho-analytical, all are directed to the economics of the market.

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