Marketing research is a relatively neglected field in Australia; and we can't afford to let it remain neglected. The situation confronting so many of our individual industries is far from bright; the beef, the dairy, the egg and the wheat industries (just to mention examples) all have major marketing problems to contend with. Even the wool industry cannot ignore the need for marketing research over a broad field in order to hold its position. From the national viewpoint market research is of vital importance in assisting us to earn more from the export of agricultural commodities which appears to be the core of the problem of maintaining the growth and development of the Australian economy.