Chapter Two (The Marketing Research Industry) – Flashcards
Unlock all answers in this set
Unlock answersquestion
Client-Side Research
answer
research that is conducted within an organization
question
Do-it-yourself (DIY) research
answer
refers to firms conducting their own marketing research is considered one of the most important emerging trends for client-side marketing research departments
question
Do it yourself research is also called
answer
the "democratization" of marketing research
question
Firms in the research industry can be classified into two main categories:
answer
1. Full service 2. Limited Service
question
Full Service Supplier firms
answer
have the capability to conduct the entire marketing research project for buyer firms
question
Limited Service Supplier Firms
answer
specialize in one or, at most, a few marketing research activities.
question
Limited Service Supplier Firms can specialize in marketing research services such as:
answer
1. Online communities 2. questionnaire development and pretesting 3. data collection 4. Data analysis
question
Sugging
answer
"Selling under the guise of research" is illegal Telemarketers used sugging for years to entice the public into taking what they thought was an opinion survey but actually was a lead-in for a sales pitch
question
Frugging
answer
"fund raising under the guise of research" is unethical but not yet illegal Though not illegal, the industry has fought the use of enticing unknowing consumers into taking a survey when the real intent is to raise funds.
question
Supply Side Research
answer
research that is conducted by an outside firm hired to fulfill a companies marketing research needs. A supplier firm may be referred to as an agency or simply as a supplier
