Increasing the Effectiveness of Marketing Research

Similar observations appear in Adler Lee Mayer Charles S. , Managing the Marketing Research Function (Chicago: American Marketing Association, 1977).

Hopkins David S. , Researching the Market for Marketing Research, The Conference Board Record (November 1974), pp. 54–59.

Ackoff Russel L. Emshoft James R. , “Advertising Research at Anheuser-Busch, Inc.,” (1963–1968), Sloan Management Review (Winter 1975), pp. 1–15.

Adapted from Canton Irving D. , “Do You Know Who Your Customer Is?” Journal of Marketing (April 1976), p. 83.