In search of a future strategy for market research services : clients' views on market research suppliers
Brennan, Linda, Callaghan, Bill, Valos, Michael and Bednall, David 2006, In search of a future strategy for market research services : clients' views on market research suppliers, Canadian journal of marketing research, vol. 23, no. 1, pp. 9-18.
The market research environment is transforming rapidly and research suppliers may not be keeping up with changing research client needs. This paper examines research client perceptions of current research supplier performance and future competencies. The key findings are that research suppliers need to move their staffing profiles beyond technical expertise in conducting research (generating outputs) to functional expertise in understanding research outcomes within internal and external organizational contexts. The transition from data collector to expert advisor may involve anew business model and new pricing strategies based on intellectual expertise rather than margins on data collection services.
Notes
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Language
eng
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.