B FOR MARKETING RESEARCH DEPARTMENTS.

The article discusses large industrial corporations, the contribution of corporate marketing research departments, the role of Market Research (MR) Directors, and some of the role conflicts these directors encounter. The article refers to a 1975 study into the incidence, size, and organizational location of Marketing Research. The article discusses the study method and presents and analyzes the data related to Directors' Satisfaction Items, Superiors' and Users' Responses to Effectiveness Items, and responses to Role Expectation Items. The author gives marketing research departments a "B" grade and presents several interpretations of the data, including concerns about a lack of creativity and initiative and conflict about the role MR Directors play within the organization.