Changing Patterns in Marketing Research

Abstract

The incidence of US corporate marketing research departments peaked in the early 1970s; marketing research is increasingly involved in marketing planning and the two functions are sometimes merged, while the establishment of computerised marketing information systems is increasing. Questionnaire survey results of Fortune 500 companies are compared for 1965, 1975 and 1985, and the implications for the organisation of the marketing research function findings discussed.

Citation

Keiser, S.K., Krum, J.R. and Rau, P.A. (1987), "Changing Patterns in Marketing Research", Marketing Intelligence & Planning, Vol. 5 No. 1, pp. 10-18. https://doi.org/10.1108/eb045741