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There are exciting developments in Marketing Research. Internet surveys allow us to produce usage and attitude studies immediately, with no waiting around for results. Secondary data can be collected from the most unlikely places. The Web allows us to track the location of products up to the minute and text messaging again opens the door to monitoring. Mechanical observation wristwatches can detect TV and Radio transmissions within earshot.

Let's forget, for a moment, what is NEW in Marketing. Let's think of What is Old in Marketing Research . The point is that the façade may have changed but the underlying principles of Marketing Research have not changed at all. Indeed they have become more important. Here are five questions to ask when dealing with research and researchers.

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