MARK 302 Study Guide - Final Guide: Nielsen Holdings Plc, Procter & Gamble, The Home Depot
19 Oct 2017
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Chapter 2: the marketing research industry and research ethics. Media companies: this includes advertising agencies, sales promotion companies, public relation agencies and direct marketing firms. All are concerned with getting the right message to the right target market, and marketing research information is often required to accomplish this goal. In highly competitive retail markets, understanding the customer and their level of satisfaction and dissatisfaction is important because it teachers firms what they can do to improve (wal-mart, home depot, fifth avenue etc. ) Manufacturers: research shows them which products to produce and at what price points to list them at to consumers. Marketing research suppliers: custom, syndicated and limited function marketing research firms represent the front line of the research industry. They sell research services, design research studies, analyze the results, and make recommendations to their clients. Marketing research supplier service firms: these firms service the research industry, anywhere from software providers, providers of samples etc.
