Consumer market research: does it have validity? Some postmodern thoughts
Michael J. Thomas
(Professor of Marketing, Strathclyde University, Glasgow, UK)
3903
Abstract
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.
Keywords
Citation
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/10.1108/02634509710165858
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited