The Consumer

Peter F. Hutton
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Peter F. Hutton: Market & Opinion Research International Ltd (MORI)

Chapter 2 in Survey Research for Managers, 1988, pp 23-47 from Palgrave Macmillan

Abstract: Summary As a company grows, the more it can become detached from the needs of its consumers. Survey research bridges that gap, and meets the need for reliable information on which strategic and tactical marketing decisions can be made. The role of research will vary according to the stage the product has reached in the product cycle — new product development, launch and growth, maturity and decline.

Keywords: Marketing Strategy; Survey Research; Brand Image; Brand Awareness; Promotional Campaign (search for similar items in EconPapers)
Date: 1988
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-06844-9_2

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DOI: 10.1007/978-1-349-06844-9_2

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