MHR 405 Lecture 2: 2 The Marketing Research Industry.docx
11 Apr 2014
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Document Summary
The mra encourages high standards within the profession, raise competency, and establish a measure of knowledge, and proficiency. First known marketing research study is by n. w. ayer & son in 1879. First continuous and organized research was in 1911 by charles coolidge parlin, hired by curtis. Publishing company to gather information about customers and markets to help curtis sell advertising space. The ultimate need for marketing research was a result of industrial revolution and the 1900s to 1950s saw the emergence of a mature industry, with statistical methods, qualitative research methods, computerization, and software design. Internal suppliers are entities within an organization that supplies relevant marketing research information. They are referred to as client-side or diy (do-it-yourself) and rely on internet, secondary data, online surveys, data mining, and social media monitoring. Medium-sized firms may specialize with 1 or more people. Prevalent in packaged goods, media and advertising, and pharma-health care.
