Abstract:

A great deal of the current discussion and debate concerning the modern marketing researcher, his/ her skill set/mind set, as well as his/her role within the discipline has focused on the various research agencies, client organizations, and the use/applications of methods and research designs as applied in the normal everyday work environment. Much has been written and reiterated concerning the need to evolve or change our discipline by adopting and/or developing new techniques, methods, and research designs. also of critical discussion has been the role of marketing research within the general business model or corporation, including a very acute focus on the role of marketing research as it particularly pertains to the monetary bottom line or the return on investment (ROI).