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New Methods and Results in Market Research

New Methods and Results in Market Research New Methods and Results in Market Research FERDINAND C. WHEELER ARKETING research rests today, as it al­ research and new conditions under which ways has, upon the three familiar that research must be pursued have given stages-the purposeful collection of data; rise to some innovations in technique. As a the organization of those data for system­ matter of fact, it is only in this direction that atic and effective study; and their interpre­ research men can better their performance­ tation in the light of a predetermined objec­ because technique is the only phase of the tive. work which is wholly within their own con­ In the fundamental sense, therefore, there trol. is manifestly no new method of marketing Nat all of these innovations in technique research to discuss. Nevertheless, changes are original. Some represent the natural de­ are going on-continuously and necessarily. velopment of previously familiar ideas and But in marketing research the changes of the some are adaptations from the research pro­ past few years represent refinements-the cesses in other branches of science. It might ceaseless professional effort to use and to be well just to glance at some of these in­ novations; and, to facilitate the presentation, http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Marketing Journal SAGE

New Methods and Results in Market Research

American Marketing Journal , Volume amj-2 (1): 5 – Jan 1, 1935

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Publisher
SAGE
Copyright
© 1935 American Marketing Association
ISSN
0193-1806
eISSN
1547-7185
DOI
10.1177/002224293500200106
Publisher site
See Article on Publisher Site

Abstract

New Methods and Results in Market Research FERDINAND C. WHEELER ARKETING research rests today, as it al­ research and new conditions under which ways has, upon the three familiar that research must be pursued have given stages-the purposeful collection of data; rise to some innovations in technique. As a the organization of those data for system­ matter of fact, it is only in this direction that atic and effective study; and their interpre­ research men can better their performance­ tation in the light of a predetermined objec­ because technique is the only phase of the tive. work which is wholly within their own con­ In the fundamental sense, therefore, there trol. is manifestly no new method of marketing Nat all of these innovations in technique research to discuss. Nevertheless, changes are original. Some represent the natural de­ are going on-continuously and necessarily. velopment of previously familiar ideas and But in marketing research the changes of the some are adaptations from the research pro­ past few years represent refinements-the cesses in other branches of science. It might ceaseless professional effort to use and to be well just to glance at some of these in­ novations; and, to facilitate the presentation,

Journal

American Marketing JournalSAGE

Published: Jan 1, 1935

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