Management goal of higher productivity will change the 'how and why' of research

January 1982
Marketing News;1/22/1982, Vol. 15 Issue 15, Special section p1
Trade Publication
The article focuses on the views of David K. Hardin, Chairman of Chicago, Illinois-based Market Facts Inc., on greater productivity of marketing research that will change the scenario of research. The trend of greater productivity will affect both the need for research and the way it is conducted. Marketing serves as a magnificent tool for reducing the failure rate of new products and for avoiding inefficient marketing expenditures. Ability of the profession to demonstrate its contribution to the major needs will determine the future growth of marketing research. The growth of marketing research will hinge on its ability to contribute to market strategy.


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