Vital statistics
Alan Ellerton and Colleen Ryan
How do the main users of market research use it? What do we know about the buyers? Which sectors spend most? What is their research spend in proportion to, say, advertising or R&D? What discernible connections are there between research spend and profitability? What is changing in all this?
The first half of this paper focuses on heavy users and their major suppliers. These are 'representative' of the total research universe to the extent that the multiple grocery sector, say, represents the overall grocery market; it's where most of the...