Abstract:

If research is to be considered a viable instrument for keeping top management informed in all areas where their decisions are needed, it must be prepared to do more than it is doing at present. Companies need more people, better people, to expand and grow. Top management must use the eyes and ears of research in order to develop more effective personnel programs to hire and keep people. Research must be willing and ready to assist management in this area as readily as it is in other sectors of business. The best advertising campaign, the most thorough marketing plan, the most imaginative new products concepts, cannot happen without people to create and implement them.