University of Hertfordshire

By the same authors

Management of the market research client/agency relationship

Research output: Chapter in Book/Report/Conference proceedingOther chapter contribution

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Original languageEnglish
Title of host publicationGetting Better at Sensemaking
EditorsArch G. Woodside
Number of pages23
ISBN (Print)9780762306336
Publication statusPublished - 1 Jan 2000

Publication series

NameAdvances in Business Marketing and Purchasing


While it is vital that market research information should be accurate, other criteria are also important in evaluating the success of a market research project. Was the information also timely, relevant, and unique? Much effort in marketing research is devoted to enhancing research accuracy, an objective that is primarily met by improving the technical design of research instruments and analytical methods. The central argument of this chapter is that timeliness, relevance, and uniqueness can be improved by more effective management of the relationship between the user of research (the client) and the provider (the agency).

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