Abstract:

This paper is concerned with the importance of a continuous relationship between client and research company. It argues that only by this means can the best be obtained for each separate "unit" of research: by an on-going relationship of this kind it is possible in ad hoc research to establish the best: -quality of service; - quality of frankness; - quality of communication; - quality of continuity. Market research will not get to the position it deserves until it is accepted as vital by senior management. This is, in turn, dependent on the fact that market research is believed: a continuous relationship between client and researcher will help to ensure that this is the case.