The Search for Knowledge. Are We Making the Best Use of Available Information?
Stephan Buck Taylor Nelson Sofres plc., UK.
Introduction
It is a clich to say that society is now changing faster than ever before in history but, like most clichs, this is basically true. These changes have a major impact on market providers and users. Since, by definition, the function of market research is to monitor markets, it would be astonishing if it too was not affected by such changes.
A second clich, which is also basically true, is that people find it very hard to...