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In search of a future strategy for market research services : clients' views on market research suppliers

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journal contribution
posted on 2006-01-01, 00:00 authored by L Brennan, B Callaghan, Michael ValosMichael Valos, David Bednall
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.

History

Journal

Canadian journal of marketing research

Volume

23

Issue

1

Pagination

9 - 18

Publisher

Marketing Research and Intelligence Association

Location

Toronto, Canada

ISSN

0829-4836

Language

eng

Notes

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Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2006, MRIA

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