Syndicated-service research firms -These firms gather consumer and trade informa-lion, which they sell for a fee. Examples; Nielsen Media Researth, SAM l/Burkc. Custom marketing research firms -These firms are hired to carry oul specific projects, Tltey design the study and report the findings.

$petlail)'-!ine marketing retearch firms -"Otese lirnis provide specialized research serrices. j hebest example is the Held'Service firm, Which sells 11 tilt I interviewing services to other linns.

Small companies can hire the services of a marketing research firm or conduct research in creative and affordable ways, such as:

I. Engaging students or professors to design and carry out projects - One Boston University MIÍA project helped American Express develop a successful advertising campaign geared toward young professionals, The cost: Slli.tHlO. '¿, Using the Internet - A company can collect Considerable information at very little cost by examining competitors' Web sites, monitoring chat roanas, and accessing published data.

3, Checking out ¡ train - Many small companies routinely visit their Competitors. Tom Coo hill, a chef win owns two Atlanta restaurants, gives managers a food allowance to dine out and bring hack ideas. Atlanta jeweler Frank Mai er fr., who often visits out-of-tcrwn rivals, spotted and copied a dramatic way of lighting displays.'1

Most companies, such as Fuji Photo PJltrt, use a combination of marketing research resources in si udy their in tins tri es, competitors* audiences, and channel strategies;

Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

Get My Free Ebook

Post a comment