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Market Research as a Continuous Process

Eugene Del Vecchio (Senior Vice President and Director of Planning and Research in the Los Angeles office of Ogilvy & Mather Advertising, where he has conducted research in a wide variety of industries including packaged goods, banking, restaurants, toys, hotels, and computer software.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1990



Comments on the fact that many emerging industries are struggling along with insufficient marketing research knowledge. Discusses the market research process, including issues such as strategic research and concept/positioning research. Aims to help marketing practitioners to view market research as an aid to decision making. Considers “check points” along the marketing decision‐making path rather than offering a specific research technique.



Del Vecchio, E. (1990), "Market Research as a Continuous Process", Journal of Services Marketing, Vol. 4 No. 3, pp. 13-19.




Copyright © 1990, MCB UP Limited

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