Abstract:

This paper will deal with the role of the marketing researcher in corporate projects rather than traditional product/market-oriented research. The strategic nature of many corporate projects requires the researcher to have a broad level of business knowledge and an understanding of the political environment. He or she must function as a team player to provide technical assistance in a demanding context. An example of a strategic study conducted by the Du Pont Company at the corporate level shows the interactive role of marketing research and the practical resolution of certain technical and political problems.