Based on an address to the Swedish Marketing Federation, considers how much longer conventional methods of consumer market research can be considered state of the art when academic study has moved into its postmodern phase.
Thomas, M.J. (1997), "Consumer market research: does it have validity? Some postmodern thoughts", Marketing Intelligence & Planning, Vol. 15 No. 2, pp. 54-59. https://doi.org/10.1108/02634509710165858Download as .RIS
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