The declining use of the term market research: An empirical analysis
Daniel Nunan
Birkbeck, University of London
Introduction
Reflection on the state and future of the field is a common characteristic across professions. Indeed, writers on the sociology of the professions have noted that the strength of a profession can be measured by the extent to which it debates its own existence (Freidson 2001). For example, while medicine is typically considered the archetypal profession, books predicting the decline of its professional status remain bestsellers among members of the medical profession (e.g. Tallis 2004; Le Fanu 2011). Although the debate...