Thinking About Magazines

Michael Bird

Discusses the use of market research in the magazine industry, arguing that it should be a continuous process rather than just used when in business difficulties.

Thinking About Magazines

Michael Bird  Thomson Information Services Ltd.

TOOLS OF THE TRADE: RESEARCH AND PROMOTION

Research: Machiavelli was right

It is a cliche of the market research business that research is only as good as the original interview, but having worked at both ends of the supplier/customer relationship I have always maintained that research is only as good as the client. This observation, which I first made 10 years ago in a ESOMAR paper, turns out not to be original: apparently, Machiavelli wrote 'only a wise ruler can take good advice.'You cannot do good research...

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