Chapter Two (The Marketing Research Industry) – Flashcards

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Client-Side Research
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research that is conducted within an organization
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Do-it-yourself (DIY) research
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refers to firms conducting their own marketing research is considered one of the most important emerging trends for client-side marketing research departments
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Do it yourself research is also called
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the "democratization" of marketing research
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Firms in the research industry can be classified into two main categories:
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1. Full service 2. Limited Service
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Full Service Supplier firms
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have the capability to conduct the entire marketing research project for buyer firms
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Limited Service Supplier Firms
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specialize in one or, at most, a few marketing research activities.
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Limited Service Supplier Firms can specialize in marketing research services such as:
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1. Online communities 2. questionnaire development and pretesting 3. data collection 4. Data analysis
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Sugging
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"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
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Frugging
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"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.
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Supply Side Research
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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
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