Consolidating the role of market research in business decision by extending our skill set into business consultancy

This paper argues that much of the frustration with market research output centres on a failure to extend our skill set into business consultancy and thereby improve our ability to enhance the quality of information-based decision-making.

Consolidating the Role of Market Research in Business Decision-making by Extending our Skill Set into Business Consultancy

D.V.L. SmithIncepta Marketing Intelligence and University of Hertfordshire Business School, United Kingdom

The calls for market research...