Market Research: What do People Really Think and does it Matter?

Tom Curtin and Jacqueline Jones

Chapter 12 in Managing Green Issues, 2000, pp 134-144 from Palgrave Macmillan

Abstract: Abstract One of my first encounters with market research was the most refreshing and also probably the most honest. I approached a professional in this field to undertake some research and his first question was: What results do you want? He was not joking. Market research — and associated exercises — find out what you want to know. It has never claimed that it can establish the truth in a particular situation.

Keywords: Market Research; Telephone Survey; Consensus Conference; Democratic System; Green Group (search for similar items in EconPapers)
Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50929-0_12

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DOI: 10.1057/9780230509290_12

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