Methods of approach in market research

Abstract

The author of this article, an eminent Hungarian research worker, director of Hungarian Institute for Market Research in Budapest, appeared several times as the author of interesting articles in this periodical. In this contribution Dr. Szabo reviews the possibility of research of marketing phenomena, especially the possibility of previsions of future events. In his opinion one or two methods are not sufficient; a complex application of several different methods and research of determined phenomena, undertaken from different viewpoints is indispensable. In this connection the author explains some different analytical approaches (factor analysis, analysis based on deduction, facts and opinion research, experimentation) and evaluates their role from the viewpoint of a complex analysis.

Keywords

• market research
• analysis
• factors
• trends
• comparison