DECISION MAKING IN DISTRIBUTION : HOW CAN MARKETING RESEARCH HELP?

It is too often presumed that marketing research can be no more than a survey of opinion, to be seriously considered only by the larger organisation, usually a manufacturer. Nigel Piercy questions these assumptions, pointing out a number of areas where marketing research can assist the retailer or wholesaler to make informed decisions. He also examines the relevant techniques available, and the kind of information they can be expected to produce. Although large and sophisticated retailers are already active in marketing research, other distributive organisations may find it increasingly necessary to undertake active and systematic research before making decisions in a changing and competitive market.