GENERATING MARKETING IDEAS WHEN FORMAL RESEARCH IS NOT AVAILABLE Available to Purchase

While worldwide revenues for the 44 leading market research companies exceeded $1.5 billion in 1985, there are still many marketing executives who can't afford to institute a full research program. Small, growing firms, for example, often need capital for other endeavors. Even larger companies have been slashing research budgets recently due to financial belt‐tightening. What are they to do? Where are they to get direction for new products, services, promotions, advertising, and so forth, if not from the research department?