Organisations are dynamic entities existing within a continuous state of flux and trying to adapt to the requirements of rapidly changing environments. This very much applies to marketing research organisations whether they are in-house departments or agencies. The last 25 years have witnessed vast changes in the way in which information is handled in organisations of all types and sizes. Alongside this revolution in information management the role of marketing research has undergone substantial change. The change is not complete and it is impossible to say that the role of marketing research is now a fixed, static entity: its role is certain to change further in the future.
Adapting to the changing conditions of the business environment means dealing with new problems and decisions that may not previously have arisen. This accentuates the need for creativity in marketing research to enable new ways of researching new problem situations.
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