The Structure of the Market Research Survey

Abstract

The remainder of this part of the book is concerned with the nuts and bolts of carrying out a piece of market research, under formal conditions, as opposed to the informal information-gathering of simply asking advice from acquaintances, chambers of commerce, and so on. The methods outlined, the whole structure, may appear to be over-elaborate, as well as overstating the obvious. It is, however a good deal easier for the relatively inexperienced market researcher to go from step to step, considering in the process whether he can safely take a short cut, than to push ahead without any particular plan and lose both time and money by having to repeat work because a point has been overlooked.