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Market Research: What do People Really Think and does it Matter?

In: Managing Green Issues

Author

Listed:
  • Tom Curtin
  • Jacqueline Jones

Abstract

One of my first encounters with market research was the most refreshing and also probably the most honest. I approached a professional in this field to undertake some research and his first question was: What results do you want? He was not joking. Market research — and associated exercises — find out what you want to know. It has never claimed that it can establish the truth in a particular situation.

Suggested Citation

  • Tom Curtin & Jacqueline Jones, 2000. "Market Research: What do People Really Think and does it Matter?," Palgrave Macmillan Books, in: Managing Green Issues, chapter 12, pages 134-144, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50929-0_12
    DOI: 10.1057/9780230509290_12
    as

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