MKT 500 Chapter Notes - Chapter 2: Direct Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

Internal suppliers - refers specifically to an entity within the firm that supplies marketing research. Client side - research conducted by internal suppliers. Diy(do-it-yourself research) - refers to firms conducting their own marketing research. As firm size grows, so does the ability to specialize. Medium sized firms may assign one or more people responsibility for marketing research. Larger firms typically have a formal department devoted to marketing research. External suppliers - are outside firms hired to fulfill a company"s marketing research needs. Full service supplier firm - have the capability to conduct the entire marketing research project for buyer firms. Limited service supplier firms - specialize in one or, at most, a few marketing research activites. Qualitative evaluations of the industry: questions about what constitutes marketing research, mistreatment of respondents - requests for research, overly long surveys, and breaches of promise anonymity have led to a decrease number of respondents willing to take part.