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Rational analysis for a problematic world revisited. (Book Reviews).

Article Excerpt
J. Rosenhead and J. Mingers (eds)

Wiley, 2nd edn, 2001, soft cover

[pounds sterling]22.50

ISBN 471 49523 9

Introduction

Marketing research activities are increasingly taking place in the context of complex and changeable organisational environments. The focus of this book is what the editors term 'problem-structuring methods' (PSMs) which are held to be of particular relevance for 'making progress with illstructured problem situations', more particularly where there is uncertainty over both:

* objectives of action

* consequences of action

These types of situation can be experienced both externally and internally by marketing researchers. Externally, when problems of this type relate to issues of strategy to which marketing analysis is a contributor, and internally, where research must be conducted on increasingly subdivided and ephemeral market segments.

In fact much of the concern of this work is with...

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