Chapter Two (The Marketing Research Industry) – Flashcards

have the capability to conduct the entire marketing research project for buyer firms

specialize in one or, at most, a few marketing research activities.

1. Online communities 2. questionnaire development and pretesting 3. data collection 4. Data analysis

"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

"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.

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