Does Market Research Really Contribute to Decision Making?

Rama Bijapurkar

Market research definitely contributes a great deal to certain kinds of decisions but leaves a lot to be desired in certain other kinds of decisions.

Does Market Research Really Contribute to Decision Making?

Rama BijapurkarMARG - Marketing and Research Group, India

STATUS TODAY

Market research practitioners have been asked this question ad nauseum; and their answers have ranged from the philosophical ('it has become the task of the intellectual to defend the obvious'), to the evangelical ('but of course it does - all you need is a little faith'), to the cautious ('it's just one of the many inputs in decision making, and how can you have a perfect dish if you leave out one of the ingredients indicated in the recipe?'), to the...

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