Technique--obsessed marketing researchers can't help managers make tough decisions

January 1982
Marketing News;1/22/1982, Vol. 15 Issue 15, Special section p1
Trade Publication
The article focuses on the role of marketing researchers and managers in decision making process. According to Dudly M. Ruch, who is Vice-President of Chicago, Illinois-based Quaker Oats Co., marketing researchers must become narrow technicians if they want to contribute fully to the corporate decision making process. The role of a researcher is to provide data, analyses and recommendations that contribute to marketing actions that increase profits for the corporation. Researchers should concentrate on how management uses the information they gather and they should not focus on technique. Management should provide an environment that is conducive to develop a collection of research tools.


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