New ISO standard for the market research industry

摘要

How can a company find out what customers think about its products and services, measure customer satisfaction, or test its marketing strategies? How should a public service institution decide what the public really wants? The surest method is by market research. Indeed, how would business and society function without market research? In all its forms, market research contributes to many aspects of modern life (see FIgnre 1), from the products and services we buy to the way we vote, and to nearly every aspect of our behaviour as consumers and citizens. Market research (MR) is a global industry worth an estimated USD 18,9 billion in 2003, with spending up by some 5,1 percent on the year before, according to the ESOMAR 2003 Global Market Research Industry Study .