In a short essay, discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers
Include a description of the various services offered by each type of supplier to support your answer.
Full-service marketing research suppliers offer the entire range of marketing research services, from problem definition to report preparation and presentation. The services of these suppliers can be further broken down into syndicated services, customized services, and Internet services.
a. Syndicated services - these companies collect and sell common pools of data designed to serve information needs that a number of clients share. Surveys, panels, scanners, and audits are the main means by which these data are collected.
b. Customized services - these companies offer a variety of marketing research services customized to suit a client's needs. Each research project is designed to meet the unique needs of the client.
c. Internet services - these services are offered by several marketing research firms including some who have specialized in conducting marketing research on the Internet, for example, Harris interactive.
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According to critics, large marketing companies use patents and heavy promotion spending to ________
A) acquire smaller companies B) offset too many social costs C) prevent industry competition D) achieve economies of scale E) offset cultural pollution
What was the key lesson in Chapter 14's "A Question of Ethics: Targeting Plus-Sized Critics?"
A) Critics can use social media to destroy a company. B) When a company listens, consumers appreciate it. C) Plus-sized models do not make good role models. D) Focus group research should include consumers.