Applying Research to Decision Making

Abstract

The author states that the Market Research Society may have to take on the job of making it clearer what the role of researchers is, since the individual may be in no position to do so. Researchers must be seen as experts on what is not on what to do about it. Despite the demand for them to produce results that in effect take decisions, we should insist that their real role is to interpret and bring to life what goes on in the world.

Citation

King, S. (1983), "Applying Research to Decision Making", Marketing Intelligence & Planning, Vol. 1 No. 3, pp. 4-21. https://doi.org/10.1108/eb045688