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Volume 15, Issue 2
1 April 1997
Marketing Intelligence & Planning Cover Image for Volume 15, Issue 2
Conceptual Paper| April 01 1997

Consumer market research: does it have validity? Some postmodern thoughts

Publisher: Emerald Publishing
Online ISSN: 1758-8049
Print ISSN: 0263-4503
© MCB UP Limited
1997
Marketing Intelligence & Planning (1997) 15 (2): 54–59.
https://doi.org/10.1108/02634509710165858

Based on an address to the Swedish Marketing Federation, considers how much longer conventional methods of consumer market research can be considered state of the art when academic study has moved into its postmodern phase.

Keywords: Consumers, Marketing, Postmodernism
© MCB UP Limited
1997
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