Data sources for managerial economists
Most people think they know what market research is, and generally have a picture of a girl with a clip-board asking about voting intentions. In fact, the term ‘market research’ covers a widely varied family of activities, using different techniques to achieve different purposes. This paper describes the various combinations of research types into which a survey can fall (large sample/small sample, quantitative/qualitative, industrial/consumer, etc.) and discusses the strengths and weaknesses of the different methodologies. It then provides information about the size and structure of the market research industry in the United Kingdom.
Volume (Year): 1 (1980)
Issue (Month): 1 (March)
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