Organizing markets through representations in Market Research

The purpose of market representations is to organize mental models of markets by highlighting some of its aspects, while neglecting others. This paper offers a classification device of market representations based in the practice of market research. An interpretative exploration of what constitutes a market representation is offered. This exploration illustrates the process of objectification of what counts, or not, as a market. The typology of markets reveals six dimensions: 1) demand, 2) social environment, 3) practices, 4) business categories, 5) stakeholders, and 6) self-selected constituency of interest.