Research sources

Outside research firms specialise in one or more forms of research assistance and relatively few firms can offer all methods with equal expertise. The specialised research assistance that can be given is as follows:

• personal interview studies

• telephone studies

• omnibus studies

Specialisation in overall marketing measurements might include the following:

• test marketing

• scanner test marketing

• controlled test marketing

• simulated test marketing.

There are also research firms that specialise in the problems of market segmentation, customer/prospect databases, advertising media studies and audience studies.

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