Marketing research or customer relationship management (CRM). Does the code of conduct feed the researchosaurus?

Marketing research must keep up with the times. The ESOMAR Guideline on Customer Satisfaction Research (September 2003) does not regulate customer satisfaction research within the realms of Customer Relationship Management (CRM).

Marketing Research or Customer Relationship Management (CRM)

Does the code of conduct feed the researchosaurus?

A.M.J. DeetlefsProactive Insight; South Africa.

A.L. McLeanProactive Insight; South Africa.

P. MichauxCargo Motors, South Africa.

J.D. SaltersProactive Insight, South Africa.

INTRODUCTION

ESOMAR has been the center of many debates on the role of the researcher. At the annual ESOMAR Congress in 2002 the focus was on marketing research merging the consultant's role with that of the marketing researcher. Advantages of this transition, cited by Hickey and Wunder in their paper “From Brief-taker to Business Catalyst” as presented at the Congress 2002,...

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