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...