Six myths of market research

Citation metadata

Author: Oren Harari
Date: Apr. 1994
From: Management Review(Vol. 83, Issue 4)
Publisher: American Management Association
Document Type: Article
Length: 2,324 words

Main content

Abstract :

Six market-research myths are explored and some alternative market-research methods are outlined. Contrary to common belief, market research is ineffective at determining products' future success, is an inefficient management tool, is not methodologically rigorous, does not yield neutral results, does not bring product developers closer to customers and does not light the path to breakthrough products.

Source Citation

Source Citation
Harari, Oren. "Six myths of market research." Management Review, vol. 83, no. 4, Apr. 1994, p. 48+. Accessed 16 Apr. 2021.

Gale Document Number: GALE|A14987718