THE PLACE OF MARKETING RESEARCH DURING A NATIONAL EMERGENCY.

The article addresses the changing role of marketing research during crises, such as World War II or the depression. The war in Europe could increase the demand for raw materials in the U.S. and limit the exports from countries directly involved in the conflict. Consumer demand would theoretically remain stable, however total demand and consumption would increase due to the additional of war industries to the routine domestic production. Most forms of advertising research, sales analysis and product testing would remain the same in a semi-emergency; however, a true emergency would likely discontinue market research and advertising while prices may become unstable.