摘要：The belief that research can provide a comprehensive understanding of behaviour, and that this understanding can be used to manipulate buying behaviour, is a fallacy. What market research cannot do is produce reliable, comprehensive explanations of consumer behaviour. What it can do is increase the probability of making correct marketing decisions. Hovever, even when market research is decision-oriented, management cannot relinquish its responsibility to manage. Market research is not, and never will be, a substitute for management
