Market Research as a Continuous Process
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