Ondernemer ‐ Marktonderzoek ‐ Consument*)

Market research renders its services to all functions of marketing. Marketing implies integration of all functions in moving any type of goods or services from production to the final user. Examples of problems related to the marketing functions, which can be solved by research, are given. The author says it is a common misunderstanding that market research should always and solely mean the carrying out of field surveys. Remarkable results, however, can already be achieved by a statistical analysis of the company's own sales records and of ready‐to‐use external statistical information. The producer who produces for stock and who sells via distributors is interested in an exact knowledge of the needs and the desires of consumers, and of their habits as regards buying and using the product. The sample survey brings him in direct contact with the final consumer. An example of a method of sequential analysis is given. A considerable economy of costs and time can be obtained in this way. The author concludes by indicating that market research is a staff‐function in the enterprise, and that analysis, interpretation and presentation of the survey‐results, ask for the utmost care in order to obtain maximum results of the research performed.