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Editorial.

Publication: International Journal of Market Research
Publication Date: 22-MAR-04 		Format: Online - approximately 1009 words
Delivery: Immediate Online Access

Article Excerpt
One of the things that I--and many others--have tried to do over the last 20 years is to help bridge the curious gap that remains between commercial and academic social research. In papers, talks and articles, and in our day-to-day work, we have seen ourselves as party hosts, introducing strangers to each other and hoping that, somehow, they will get on and enjoy and learn from each other's company. It is a pity that there cannot be more cross-fertilisation within social research, though few of us have time these days to do more than the necessary minimum. Weekend working seems increasingly to be the norm--certainly in the UK--as demands and pressures increase: in such a climate there is little time for anyone to look beyond the immediate essentials. The commercial sector is driven by the need to work within tight costings and there will rarely be provision for technical exploration...

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