本文介绍了社会学家在市场研究中扮演的顾问角色。以一项药品研究的实例说明如何开展定性的市场研究,并与定量的市场研究方法进行了比较。作者认为社会学家以其对社会的敏感和方法学上的造诣能极独特地满足市场研究的需要。同时,市场研究也为社会学家提供了良好的职业选择。 This article describes the role of a sociologist as a consultant in market research. An example of pharmaceutical research is used to illustrate how to conduct qualitative market research and compare it with quantitative market research methods. The author believes that sociologists can uniquely meet the needs of market research with their sensitivity to society and methodological attainments. At the same time, market research also provides sociologists with good career choices.