Marketing research begins at home

This is certainly true for industrial marketing research. Industrial organizations are likely to put far more reliance on the use of internal staff and internal records and the database as a major source of research information. Market intelligence will also form a more significant aspect of the marketing information system than in consumer organizations. This is because industrial organizations, by their very nature, are more directly in touch with their market than is usual in consumer markets, where the nature of the distribution system creates physical separation between the manufacturer and consumers. It is therefore both more feasible and more productive for an industrial organization to organize a market intelligence system using feedback from the sales force or other customer contacts as a mechanism for reporting customer views.

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