MKT 500 Chapter Notes - Chapter 2: Royal Irish Academy, European Society For Opinion And Marketing Research
21 Oct 2014
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Document Summary
Evolution of an industry: earliest known studies, why did the industry grow, the 20th century led to a mature industry . The industry structure: distribution by size: number of employees, firm size by revenue, types of firms and their specialties. Industry revenues and profits: qualitative evaluations of the industry. Internal suppliers: organizations that supply their own marketing research information. Client-side: research conducted by internal supplies is referred to as client-side research. Diy: do it yourself research has been facilitated by internet access to secondary data and better knowledge of data analysis software such as spss. Diy research can provide the information needed to make the decision to solve the users problem in a cost-effective way. External suppliers: outside firms hired to fulfill a company"s marketing research needs. Agency: these firms specialize in marketing research and offer their services to buyers needing information to make more informed decisions.
