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Market Research as a Continuous Process

Eugene Del Vecchio

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1990

695

Abstract

Comments on the fact that many emerging industries are struggling along with insufficient marketing research knowledge. Discusses the market research process, including issues such as strategic research and concept/positioning research. Aims to help marketing practitioners to view market research as an aid to decision making. Considers “check points” along the marketing decision‐making path rather than offering a specific research technique.

Keywords

Citation

Del Vecchio, E. (1990), "Market Research as a Continuous Process", Journal of Services Marketing, Vol. 4 No. 3, pp. 13-19. https://doi.org/10.1108/EUM0000000002514

Publisher

:

MCB UP Ltd

Copyright © 1990, MCB UP Limited

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