Date of Award
Business, Accounting & Economics
My purpose In writing this thesis Is to acquaint the public with the field of marketing research which gives management the facts on which to base its product decisions. Marketing research is a management tool which is increasingly important as the marketing management area becomes a more and more vital determinant of business success and failure. Marketing research is a challenging, exciting field. In the opinion of many it is one of the last frontiers among business skills.
Rigler, Richard, "Marketing Research: Insurance Against Product Failures" (1967). Business, Accounting and Economics Undergraduate Theses. 38.