The Marketing Research Industry. The Marketing Research Industry: Evolution of the Industry. Charles Coolidge Parlin is known as the “father of marketing research.”. The Marketing Research Industry: Evolution of the Industry.
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Classification of Marketing Research Suppliers
May or may not be a formal department
Outside firm hired to perform some sort of marketing research
Can perform all marketing research functions for the client
Can perform only limited marketing research functions for the client
Online research services firms specialize in providing services online.
Standardized service firms provide syndicated marketing research services, as opposed to syndicated data, to clients.
Syndicated data service firms collect information that is made available to multiple subscribers.
Customized service firms offer a variety of research services that are tailored to meet the client’s specific needs.
Ethical as long as true
Ethical - snowball sampling,
Unethical – sugging
What is frugging?
Unethical as “few” is vague
Ethical as long as confidentiality is true
Unethical if the survey is confidential
Ethical…They agreed to this.
Okay if it
Okay if it gets to the truth