Research has a 'proactive' third dimension

Knobler, William
August 1987
Marketing News;8/28/1987, Vol. 21 Issue 18, p27
Trade Publication
The article focuses on a third dimension of marketing research which calls for distinguishing between proactive and reactive research. The traditional categorization of marketing research is two-dimensional, identifying them as descriptive or experimental on one hand and as exploratory or definitive in the other. Marketing research has evolved towards a stage of professional development that involves marketing information systems, which focus on proactive research.


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