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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.

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Title In search of a future strategy for market research services : clients' views on market research suppliers
Author(s) Brennan, Linda
Callaghan, Bill
Valos, Michael
Bednall, David
Journal name Canadian journal of marketing research
Volume number 23
Issue number 1
Start page 9
End page 18
Publisher Marketing Research and Intelligence Association
Place of publication Toronto, Canada
Publication date 2006
ISSN 0829-4836
Summary 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
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2006, MRIA
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009136

Document type: Journal Article
Collections: School of Management and Marketing
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