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Flashcards in Chapter 2 Terms Deck (10)
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1

Professional researcher certification (PRC)

Provided market advantage, confidence, and strength and strength for practitioners.

2

Internal supplier

An entity within the firm supplies marketing research.

Often referred to as client-side research.

3

External supplier

Outside firms hired to fulfill a company's marketing research needs. A supplier firm may be referred to as an agency.

4

DIY (Do It Yourself Research)

Firms conducting their own marketing research.

Ex: incrowdnow.com

5

Agency

Supplier firm...

Make more informed decisions.

6

Full-service supplier firms

Have the capability to conduct the entire marketing research project for buyer firms.

7

Limited-service supplier firms

Specialize in one or, at most, a few marketing research activities.

8

Sugging

"Selling under the guise of research" -- illegal

9

Frugging

"Fund raising under the guise of research" -- unethical, but not illegal

10

Transparency initiative

Encouraged the routine disclosure of methods used in research info released to the public.