Flashcards in Chapter 2 Terms Deck (10)
Professional researcher certification (PRC)
Provided market advantage, confidence, and strength and strength for practitioners.
An entity within the firm supplies marketing research.
Often referred to as client-side research.
Outside firms hired to fulfill a company's marketing research needs. A supplier firm may be referred to as an agency.
DIY (Do It Yourself Research)
Firms conducting their own marketing research.
Make more informed decisions.
Full-service supplier firms
Have the capability to conduct the entire marketing research project for buyer firms.
Limited-service supplier firms
Specialize in one or, at most, a few marketing research activities.
"Selling under the guise of research" -- illegal
"Fund raising under the guise of research" -- unethical, but not illegal