How MRS' Journal has contributed to the development of market and social research

Peter R. Mouncey

This article describes the history of the journal published by the UK Market research Society (MRS). The reasons for introducing a journal are discussed, and the competitive context, at that time and onwards.

Introduction and Background

The decade after the end of the Second World War was the key period in which market research developed into a major source of knowledge for enlightened businesses increasingly adopting marketing as a route to gaining competitive advantage by developing strategy based on understanding consumer behaviour and identifying their needs and wants. The Market Research Society (MRS) was first established in 1946 by a group of 23 leading practitioners who wanted a forum for discussing developments in research methodologies, primarily through meetings and social events. The European Society of Opinion and Market Research (ESOMAR) was founded a...

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