The effective use of marketing research consultants |
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| Authors: | Robert A. Peterson Roger A. Kerin |
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| Affiliation: | 1. Professor of Marketing Administration, the University of Texas at Austin, and Senior Research Fellow, the Institute for Constructive Capitalism, USA;2. Associate Professor of Marketing and Director of Research, Southern Methodist University, USA |
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| Abstract: | Relatively little has been written about effectively managing the buyer-seller relationship for marketing research services. To provide insights into effectively managing this relationship, a survey of both buyers and sellers of marketing research services was conducted. Major findings were that proper problem definition, a familiarity with research methods by the research buyer, and continuous communication between buyer and seller were critical determinants of a successful consultant relationship. For best results the market research buyer-seller relationship should be treated as a mutually beneficial one, not one of conflict or acrimony. |
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| Keywords: | Address correspondence to: Robert A. Peterson Professor of Marketing Graduate School of Business The University of Texas Austin TX 78712 USA. |
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