Market Research as a Continuous Process
Eugene Del Vecchio
(Senior Vice President and Director of Planning and Research in the Los Angeles office of Ogilvy & Mather Advertising, where he has conducted research in a wide variety of industries including packaged goods, banking, restaurants, toys, hotels, and computer software.)
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Abstract
Comments on the fact that many emerging industries are struggling along with insufficient marketing research knowledge. Discusses the market research process, including issues such as strategic research and concept/positioning research. Aims to help marketing practitioners to view market research as an aid to decision making. Considers “check points” along the marketing decision‐making path rather than offering a specific research technique.
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Citation
Del Vecchio, E. (1990), "Market Research as a Continuous Process", Journal of Services Marketing, Vol. 4 No. 3, pp. 13-19. https://doi.org/10.1108/EUM0000000002514
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited