The function of marketing research in the distributive system

Abstract

Marketing research may be said to perform the same function in the economic system as the reconnaissance patrol performs in military manoeuvres. Its main purpose is to discover, as far in advance as possible, what are the intentions and probable future actions of "the enemy", who is, in this case, the general public. Our main concern is with the usages of commercial marketing research; but the possibilities of employing the methods described for the solution of other economic and social problems will be apparent. Marketing research is still very largely in the pioneering stage, and it is not possible as yet to forecast where its boundaries will be drawn.