The Ambiguities of “Actionable” Research

valuable tools, even though they recognize that no survey can relieve users of personal responsibility for major decisions. This is because the proper directions for product design, advertising strategy and public relations activities can be mapped out only when research is seen in the total marketing context: Users must relate research findings to a thorough analysis of such factors as competition, production facilities, distribution channels and established company or product image. Even when this procedure is followed, however, fairly knowledgeable marketers may underestimate the equivocal nature of research findings if they fail to consider potential conflicts between a company's short-term and long-term goals. Some business managers today apparently think only in terms of short-term goals, committing the company's management and production resources almost exclusively to the pursuit of maximum profits over the next six months or the coming year. In the light of stockholder psychology and cash-flow and financing problems, this emphasis is understandable.