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Fads in Market Research: A Reality or Just a Distortion of Remembered History Due to Telescoping and Salience Effects? - A Reply to Humphrey Taylor

This article responds to Humphrey Taylor's suggestion (89298) that a history of market research fads should be written. The author has reviewed journal titles over the past 24 years and found that there were fewer fads than expected. Main themes have been: improving data collection methods, improving market research in practice, international research. ‘Faddish’ themes have been mainly ethnography and semiotics.