Abstract:

Operative market surveying is an important branch of market research; it has for quite some time been so neglected that several of the methods currently applied are not sufficiently developed and, indeed, hardly proven. For this reason the standard of our market monitoring system 24 does not cater to present day-today requirements and much less so to the emerging new conditions of our economy. In order to bring about substantial changes in these conditions, scientists and market researchers will have to work in close co-operation. What we need in the first instance are clear definitions of the tasks and of the objectives that are associated with the work of operative market research.