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.
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Further Reading
Ute Bradley, Applied Marketing and Social Research (Van Nostrand Reinhold, 1982).
Melvin Prince, Consumer Research for Management Decision-Making (Ronald Series on Marketing Management) (John Wiley & Sons, 1982).
Robert M. Worcester, and John Downham (as above, op. cit.).
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© 1990 Peter F. Hutton
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Hutton, P.F. (1990). The Consumer. In: Survey Research for Managers. Palgrave, London. https://doi.org/10.1007/978-1-349-20698-8_2
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DOI: https://doi.org/10.1007/978-1-349-20698-8_2
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-52170-0
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