The Need for Basic Research in Marketing

Mr. McKitterick is in the process of organizing a group to perform fundamental and long-range research in marketing. He is incorporating operations-research personnel into his group because of his conviction that traditional marketing research alone is not adequate for the job. In this talk given to a group of trainees in the General Electric Company he discusses the types of marketing problems with which he hopes to become involved and indicates why he believes traditional approaches are not adequate R.L.A.