Selecting research firms from which to get proposals
A. B. Blankenship Ph.D., R. F. Barker Ph.D.
Journal of the Academy of Marketing Science · 1973 · Volume 1 · Issue 2
Abstract
Many marketing research firms are incompetent or transient. It is difficult for the inexperienced buyer of marketing research to know how to make a choice. One factor that should be considered is the nature of the problem; understanding your own needs helps to spell out some of the characteristics to look for in a research firm. Locating names of research firms can be done from reviewing available lists, and from informed sources. Evaluation of the firms is difficult. The potential buyer should attempt to estimate the competency of the firm (in questionnaire development, statistical design, field work, coding and editing, and data processing). The buyer should also try to evaluate the research imagination of the firm, for creativity may add value to the study. Integrity is another important aspect, since this affects whether your marketing secrets are kept, and whether or not a good study is done. Practicality is a highly important standard; this is reflected in location, meeting of deadlines, flexibility, speed, personal relations, and pricing policies. Sources of information for obtaining the necessary information include material from the research firm being considered, a planned visit to the firm’s headquarters, customers of the research firm, and general reputation (among both users and nonusers of the firm).
Keywords
Marketing Research, Brand Image, American Market Association, Research Firm, Consumer Panel
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