There is concern that the rise in market research departs from the practice. With the ever-increasing gap between business and academia, people are asking: What do you want from the practice of marketing research? That researchers provide? There are two the same? In the short term, parochial point of view, the practitioners will never get what they are looking for in research. However, in the long term, research increases knowledge critical to the training of future marketing managers and improve their scientific decision-making. Its essence is to level the playing field and enhance the competitiveness of all firms, by increasing the efficiency of the market and the benefits to consumers and society as a whole. "Hide
Chiquan Go to Source: Business Horizons 6 pages. Publication Date: September 15, 2004. Prod. #: BH156-PDF-ENG
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