The quality in research begins with a management philosophy

Date of publication: August 1, 1975


Quality in research has in our opinion two basic dimensions: 1. The quality in the production of market research (the market research concept); 2. The quality in the utilisation of market research (the total management concept). Very little attention has been paid to how market research, as a management tool, is related to the total management concept of an establishment. This paper will primarily discuss how a company image study for "Den norske Creditbank" (DnC) has been used as one element within the total management concept of DnC.

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